Year: 2025
Type: article
Abstract: This research aimed to analyze the marketing strategies of M Coffee and propose improvements for the Chinese coffee market. A qualitative approach was employed, utilizing semi-structured interviews.Participants included 15 individuals: 5 management and employees, 7 consumers, and 3 industry experts. The management and employee group consisted of personnel in roles such as senior managers, regional operations leaders, and marketing/human resources staff. The consumer group comprised coffee drinkers aged between 24 and 35. Industry experts included academics, consultants, and brand strategists specializing in coffee retail. The study applied the 7P marketing framework to analyze M Coffee’s marketing strategies. Thematic analysis was used to analyze interview transcripts, with codes assigned to identify recurring themes within the 7P marketing. Subsequently, a SWOT matrix was utilized to synthesize internal and external factors influencing M Coffee’s competitive capability. The research findings revealed that M Coffee's current low-price strategy attracted customers but limited profitability and brand differentiation. Consumers expressed a desire for more product variety and premium experience. M Coffee should diversify its offerings, including premium options and seasonal items, and enhance customer experience by improving the store design and atmosphere. Furthermore, it should develop a comprehensive digital platform and invest in employee development and retention. By adapting its marketing strategies, M Coffee could increase brand value, customer engagement, and achieve long-term sustainability in the competitive Chinese coffee market.
Institution: Dhonburi Rajabhat University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7219980951