Marketing plan for gain an advantage in the coffee shop business with environmentally friendly packaging in Bangkok.

Abstract

This research paper is a qualitative research using the theory of marketing strategies (8P's) that can be applied in marketing planning to create a business advantage of coffee shops that use environmentally friendly packaging.  research framework  The research area is an eco-friendly coffee shop in Bangkok.  Two groups of key informants consist of entrepreneurs  and a group of 15 coffee shop users, using an unstructured interview selection method located in business communities and educational institutions, where the population density is diverse, occupational groups  There is one type of research tool which is an in-depth interview form.  The data were analyzed using qualitative research. The results of the study found that

          1) The general environment of the interviewee's establishment is mainly located in a community with a high density of clients of various occupations.  From the observations, customers are familiar with the store's employees.  Able to communicate needs and express opinions directly to the store's staff.

          2) Using the 8Ps marketing strategy tool together with the strategy or concept of service quality, it was found that coffee shop operators using environmentally friendly packaging in the area  Should have a marketing plan to create a business advantage.  By focusing on the use of different strategies together, the two strategies, namely, 8P's strategy group will focus on product strategy selection.  and strategies for using salespeople

          This research knowledge will be useful in marketing planning. There are a combination of factors to create a competitive advantage in business, namely the lowest cost leader.  differentiation  and focusing on specific customer groups  To create a competitive advantage in business over a typical coffee shop is a coffee shop business that is conservative.