Abstract
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.
Highlights
Introduction and BackgroundFailure is an issue with small business owners globally [1]
The overarching research question of my study was: What marketing strategies do some coffee shop owners use to sustain business operations during the first 5 years of operation? Based on the methodological triangulation of the data sources collected, eight emergent themes identified from the analysis of data collected through face-to-face interviews
The findings showed marketing strategies that the coffee shop owners used to sustain their operation to provide preferred customer service, increase sales, and differentiate the coffee shop from competitors
Summary
Failure is an issue with small business owners globally [1]. A. Adeleke termination of participation in an undertaking because it has not met a minimum threshold for economic survival envisaged by the business owner [2] [3]. Some small business owners lack knowledge of business administration including marketing strategies and technology to survive in small business [4] [5] [6]. The purpose of this study is to provide coffee shop owners with marketing strategies to sustain business operations during the first 5 years of operation. Understanding how to market the coffee shop business effectively can increase the ability of coffee shops to survive during the first 5 years of operation
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