The purpose of this multiple case study was to
explore what marketing strategies some coffee shop owners use to sustain
business operations during the first 5 years of operation. The targeted
population consisted of 5 coffee shop owners in Arkansas who successfully
implemented marketing strategies to sustain business operations during the
first 5 years of operation. Goldsmith’s 8Ps of marketing mix was the conceptual
framework used in the study. Data were collected from semistructured interviews
and a review of publicly available data and company websites. Data analysis
occurred using the principles of the content analysis method, which included
identifying codes and themes. Findings indicated owners of successful coffee
shops were actively engaged in the day-to-day business operations and in the
community; provided premium products; used social media for marketing,
promotion, and branding; used competitive pricing; were precise about the
location; provided exceptional customer service and personalization, and had
points of marketing differentiation to promote their brand. The implications of
this study for positive social change include the potential to support the
welfare of the citizens of Arkansas, and owners of coffee shops across the
United States that could provide independent coffee shop owners with marketing
strategies necessary to sustain business operations, contribute to new job
creation and regional economic sustainability.
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