Marketing Mix Strategies of a Coffee Shop in China: Basis for An Improved Marketing Plan

Abstract

This research investigates the marketing mix strategies of a coffee shop in China, aiming to enhance its marketing plan. Utilizing a descriptive study approach, the study comprehensively profiles the coffee shop company and its marketing strategies and weaknesses. The company, identified as Manner Coffee Enterprise Management China Co. Ltd., operates as a Limited Liability Company, falls under the category of a large enterprise, employs around 50 individuals, and boasts over 25 years of experience. The coffee shop's focus on delivering premium coffee aligns with its mission of sharing the Manner Coffee Experience within China. The study analyzes consumer-respondent perspectives on the coffee shop's marketing mix strategies, covering Product, Price, Place, Promotion, Performance, Positioning, Process, and People. The findings indicate consensus on most strategies, with identified weaknesses serving as potential areas for improvement. Furthermore, the research underscores the value of strategic marketing planning by highlighting its role in aligning business goals with impactful ideas. This study provides a comprehensive framework for a strategic plan, including strategies, departmental considerations, and anticipated outcomes. By identifying strengths and weaknesses within the marketing mix strategies, this research enhances the coffee shop's marketing plan, contributing to its successful engagement with the discerning Chinese consumer base.