The Cafe Business in Thailand: New Challenges, Opportunities and Strategy Business for New Startup
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Abstract
The coffee shop business is one of the businesses that has received the attention of entrepreneurs and has increased in expansion due to the increasing popularity of consumers in consuming coffee. This article aims to demonstrate the overall situation of the coffee shop business. To study the challenge Opportunities and business strategies that will make the coffee shop business operate according to the set goals. It was found that the coffee shop business is a business that challenges in finance, business, product, and product maintenance. Consumer behavior and needs Employee side of the store Opportunities for the coffee shop business include the growth of the coffee market, especially in the specialty coffee sector. Behavior of consumers who are starting to turn to using services in stores and use more coffee shops in community areas and the working style has begun to change to the Work Everywhere model. Popular approaches or strategies to create success and sustainability of coffee shop business operators include organizing CSR activities, marketing communications in various channels, including social media There is a promotion for a coffee shop with a beautiful corner that is suitable for taking cool photos. Posting pictures of your signature coffee menu to help encourage word of mouth. Developing the menu into a specific recipe or signature product of the restaurant. Searching for special menus. Drinking menus create new trends or menus that are currently in trend. Releasing products only during festivals or seasonal products. Creating stories that add value to the store. Organizing promotional activities and provide good service. And there is a suggestion for future research to study strategies for creating success in coffee shop businesses, comparing strategies of outstanding Thai and foreign coffee shop businesses in Thailand. and study to create operating guidelines or a manual for operating a coffee shop business (How to) as good practices in managing the business to meet the set goals.
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