Archives

Agenda Research Journal

Volume no. 13 | 2020
Issue no. 1


Title
MARKETING MIX OF CAFÉ BUSINESSES IN BATANGAS CITY: BASIS FOR PROPOSED STRATEGIC MARKETING MODEL
Author
Juliet P. Bagon, John Paul D. Bagsit and Korina P. Marasigan
Views: 1190 Cited: 21
Downloads: 45
Click here to download
Abstract
This study aimed to understand and discover the concepts of marketing mix and competitive advantage that will help café businesses to apply the right marketing strategies and to outperform its competitors. The descriptive research was used in achieving the objectives of the study. The respondents were a total of 69 café business owners of Batangas City. The study utilized the Raosoft Sampling calculator in computing the total number of respondents while a validated questionnaire was employed to gather the needed data for the study. The researchers used percentage, frequency distribution, weighted mean, standard deviation and Pearson’s R coefficient correlation to analyze the responses. The findings of the study revealed that there is a significant relationship between the marketing mix in terms of price and place to Porter’s generic strategies. The researchers proposed a strategic marketing model for the café businesses in Batangas City. The researchers recommended to café business owners that they may continue to emphasize and improve the factors under the price and place evidence as these are significantly related to the Porter’s generic strategies of cafés in Batangas City.
Keywords
café businesses, marketing mix, Porter’s generic strategies, strategic marketing model
References
Adeleke, A. (2019). Marketing strategies of successful coffee shop owners. Retrieved from https://www.researchgate.net/publication/340066343_Marketing_Strategies_of_Successful_Coffee_Shop_Owners

Adeleke, A. (2020). A Case study of the marketing tools coffee shop owners use to sustain businesses. Open Journal of Business and Management, 8, 726-753. doi: 10.4236/ojbm.2020.82044. Retrieved from https://www.scirp.org/journal/paperinformation.aspx?paperid=98940

Akinbola, C. (2019). Strategic factors influencing growth in small and medium-sized enterprises. Retrieved from https://www.theseus.fi/bitstream/handle/10024/208980/Akinbola_Comfort.pdf?sequence=2&isAllowed=y

Borbon, J.C. D, Lacay, J. K, Reyes, D. C, Serrano, V., Suarez, A. N., Velasquez, R. A., Villanueva, V. (2017). Impacts of coffee shop business to Tourism Industry in Three Cities of Batangas, Philippines. Bachelor of Science in International Travel and Tourism Management, College of International and Hospitality Management, Lyceum of the Philippines University, Batangas City, Philippines, Journal of Tourism and Hospitality Research, Vol. 14, No. 1. Retrieved from https://research.lpubatangas.edu.ph/wp-content/uploads/2017/07/JTHR-2017.1.08.pdf

Cano, M., Douglas, J., Douglas, A., Moyes, D. (2019). Investigating the success of independent coffee shops and cafes in the UK: Findings from a Pilot Study. Retrieved from https://www.researchgate.net/publication/330185558_Investigating_the_Success_of_Independent_Coffee_Shops_and_Cafes_in_the_UK_Findings_from_a_Pilot_Study

Chuchu, T., Gujral, M., Rauzela, M. (2016). An application of the marketing mix and online marketing as a business strategy for SMME Cafés in South Africa. Journal of Economics and Behavioral Studies. 8. 14-25. 10.22610/jebs.v8i3(J).1285. Retrieved from https://www.researchgate.net/publication/304778364_An_Application_of_the_Marketing_Mix_and_Online_Marketing_as_a_Business_Strategy_for_SMME_Cafes_in_South_Africa

Decena, R. P, Macatangay, K. J. F, Macatangay, K. A, Mañibo, L. G. W, Manongsong, J. L (2018). Pricing Strategy of Feed Mills in Batangas City. (Lyceum of the Philippines University, Batangas City)

Espino, A. G. (2017). Operational efficiency and customer satisfaction of restaurants: Basis for business operation enhancement. Asia Pacific Journal of Multidisciplinary Research, Vol. 5, No. 1, February 2017. Retrieved from http://www.apjmr.com/wp-content/uploads/2017/01/APJMR-2017.5.1.15.pdf

Friman, J. (2017). Building a business. A business plan and strategy for Jenky’s Café. Retrieved from https://www.theseus.fi/bitstream/handle/10024/135327/Building%20a%20Business-A%20Business%20Plan%20and%20Strategy%20for%20Jenkys%20Cafe.pdf?sequence=1&isAllowed=y

Gregory, J. (2020). Newbies in the Café: Lessons from behind the counter. Retrieved from https://books.google.com.ph/

Hossain, S., Kabir, S. B., Mahbub, N. (2019). Competitive strategies and organizational performance: determining the influential factor conquer over the rivals in the Food Industry of Bangladesh. Retrieved from https://www.econjournals.com/index.php/irmm/article/viewFile/8109/pdf

Isa, M. B. M., Siddiq, M. S. B., Swan, G. C. Y. (2017). The external environment and its effect on strategic marketing planning: A Case of Starbucks Malaysia. Retrieved from https://www.academia.edu/31623210/THE_EXTERNAL_ENVIRONMENT_AND_ITS_EFFECT_ON_STRATEGIC_MARKETING_PLANNING_A_CASE_OF_STARBUCKS_MALAYSIA

Islami, X., Mustafa, N., Topuzovska, M. (2020). Linking Porter's generic strategies to firm performance. 6. 10.1186/s43093-020-0009-1. Retrieved from https://www.researchgate.net/publication/338558709_Linking_Porter's_generic_strategies_to_firm_performance

Kitthanadeachaorn, T. (2016). Customer buying decision process using online platform for Online Food Delivery In Thailand. Retrieved from http://ethesisarchive.library.tu.ac.th/thesis/2016/TU_2016_5802040971_6042_4649.pdf

Law, J. (2016). A dictionary of business and management. Retrieved from: https://books.google.com.ph/books?id=a_VGCwAAQBAJ&pg=PA188&dq=differentiation+of+michael+porter+dictionary+definition&hl=en&sa=X&ved=2ahUKEwjshKea-MHqAhXbMHAKHbTCAwcQ6AEwA3oECAUQAg#v=snippet&q=competitive%20advantage&f=false

Li, Y. & Bao, Y. (2016). How can catering businesses achieve competitive advantages in Chinese market. Using service differentiation strategy as marketing strategy. Retrieved from http://www.diva-portal.org/smash/get/diva2:1056498/FULLTEXT01.pdf

Magellan Solutons (2017). Quality management: Ensure the consistency of your product and service. (2017, November 03). Retrieved January 27, 2021, from https://www.magellan-solutions.com/blog/quality-management-ensure-the-consistency-of-your-product-and-service/

Mendoza, L., Panganiban, G., Perez, K. (2016). Effects of marketing strategy adopted by Will and Sons Appliances Store in Batangas City to consumer purchasing decision. (Unpublished Thesis. University of Batangas, Batangas).

Mudd, K. (2016). The cohesion case: The broadway café. (2016, Jun 11). Retrieved from https://www.coursehero.com/file/7747694/Cohesion-Case-Study-for-the-Broadway-Cafe/

Nguyen, L.T. (2017). Restaurant startup marketing mix. Case Study Mad Wok and Helmi Restaurant - Success and Failure in Marketing. Centria University of Applied Sciences. Retrieved from https://www.theseus.fi/bitstream/handle/10024/140367/Long%20Thanh%20Nguyen%20-%20Thesis%202017%20-%20NBMS13K.pdf?sequence=1&isAllowed=y

Nordstrom, J. & Sjoberg, A. A. (2019). Key factors for success in SMEs for developing market shares in Sweden. Retrieved from https://pdfs.semanticscholar.org/0532/3fddaa3971a9302f6bc9f2b75fa8c0191203.pdf

Otundo, M. (2016). What is Porter’s Generic Strategies Analysis? Retrieved from https://www.academia.edu/28559990/WHAT_IS_PORTERS_GENERIC_STRATEGIES_ANALYSIS

Pagcaliwagan, A. O, Punzalan, P. V. L, Rosales, V. J. S (2018). Marketing mix of selected Hair and Beauty Salon Businesses in Batangas City: A basis for proposed strategic marketing model. (Unpublished Thesis. University of Batangas, Batangas).

Philippines Cities. Batangas City. Retrieved from https://philippinescities.com/batangas-city-batangas/

Steele C., Kennedy, K., Azarian, J., (2015). U.S. coffee and Snack Shop Industry: A comparative analysis of Starbucks and Dunkin' Donuts. Retrieved from https://sites.google.com/site/starbucksanddunkindonuts/home-1

Turner, S. & Endres, A. (2017). Strategies for enhancing small-business owner’s success Rates. Retrieved from https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=1231&context=ijamt