Success Strategies: Business Operations and Creating of the Marketing for 6Slash3 Coffee Shop, Lampang Province
DOI:
https://doi.org/10.60027/ijsasr.2024.4271Keywords:
Marketing Strategy;, SWOT Analysis; , Small Business; , Coffee Shop; , Brand Identity; , Digital MarketingAbstract
Background and Aim: The study focuses on analyzing the strengths, weaknesses, opportunities, and threats (SWOT) of 6Slash3 Coffee Shop in Lampang Province, Thailand, and developing an effective marketing strategy to enhance the shop's brand identity, market visibility, and sales. The research aims to provide insights into small business marketing strategies in competitive environments.
Materials and Methods: A qualitative case study approach was used, involving in-depth interviews with the entrepreneurs and participant observation at the 6Slash3 Coffee Shop. Primary data was collected through interviews and observations, while secondary data involved the analysis of documents related to marketing management and strategies.
Results: The SWOT analysis revealed key strengths such as high-quality coffee and knowledgeable ownership, but also highlighted challenges like lack of brand personality and marketing strategies. The proposed marketing strategy includes components like quality and sustainability emphasis, engaging content development, influencer collaborations, a tiered pricing system, service optimization, and a robust online presence.
Conclusion: The research concludes that a well-crafted marketing strategy, focusing on brand personality, digital presence, and community engagement, is crucial for the success of small businesses like 6Slash3 Coffee Shop in competitive markets.
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