NORTHWESTERN AGUSAN COLLEGES

Bay View Hill, Nasipit, Agusan del Norte

Marketing Strategies for Building a Successful Coffee Shop near in

Northwestern Agusan Colleges

Business Research

Submitted By:
Jovy Ann M. Panotsol
BSBA 3- Second Schedule

Submitted To:
Ms. Diana Rose C. Tima
Instructor

February 3, 2024

Introduction:
 NORTHWESTERN AGUSAN COLLEGES
Bay View Hill, Nasipit, Agusan del Norte

As coffee consumption has become an integral part of many people's daily routine,
coffee shops have expanded in popularity and availability worldwide. One area where coffee
shops have particularly thrived is near educational institutions such as schools and universities.
Coffee shops have become popular gathering places for young people, offering an
array of caffeinated beverages and a place for social interactions. They provide a cozy and
trendy atmosphere for people to hang out, socialize, or simply enjoy a hot cup of coffee. These
establishments not only serve as hubs for social interaction and leisure activities but also as
convenient spaces for students to study and complete their academic tasks.
Proximity to schools presents a unique opportunity for coffee shop owners to cater to
the needs of their target audience. However, succeeding in this dynamic and competitive market
requires implementing effective marketing strategies.
Statement of the Problem:
The problem statement revolves around understanding the marketing challenges faced by
coffee shops situated near schools and the strategies utilized by successful establishments to
thrive in this specific market. It is essential to comprehend the factors that contribute to success
as well as the obstacles that prevent coffee shops from achieving their goals.
Moreover, this study will aim to answer the following questions:
 What are the things to consider when starting a business as a coffee shop?
 How to attract more customers in coffee shop?
 What will be the most effective marketing and promotional strategies?
 How to inform the target market about a coffee shop?
 What factors should be considered when selecting target markets for a coffee brand?

Objectives:
 To identify the elements of successful marketing strategies for coffee shops located near
schools.
 To analyze the key factors influencing the preferences of Northwestern Agusan Colleges
students when choosing a coffee shop near their school.
 To determine the most effective marketing tools and channels to reach and engage with
the student demographic.
 To establish a comprehensive understanding of customer expectations, including
ambiance, product variety, pricing, and promotions.

Hypotheses:
The following hypotheses will be tested in this research:
 Coffee shops near schools that offer student discounts and loyalty programs attract a
higher number of customers.
 Engaging in targeted marketing campaigns through social media platforms helps
increase brand awareness and customer traffic.
 Offering a diverse menu and creating a welcoming atmosphere encourage students to
spend more time in the coffee shop, leading to repeat visits and increased revenue.
 NORTHWESTERN AGUSAN COLLEGES
Bay View Hill, Nasipit, Agusan del Norte

 Collaboration with student organizations and sponsoring events enhances brand

visibility and creates a positive brand image among the student community.
Research Methodology:
To gather data and insights on the marketing strategies employed by successful coffee shops
near schools, a mixed-method research approach will be used. This approach will involve both
qualitative and quantitative methods to ensure comprehensive analysis of the topic.
 Qualitative research methods will include conducting interviews and focus group
discussions with coffee shop owners, managers, and customers to gain an in-depth
understanding of their marketing strategies, customer preferences, and experiences. This
will provide rich and contextual data that can be used to develop a comprehensive
understanding of the topic.
 Quantitative research methods will involve distributing questionnaires to a sample of
coffee shop customers. This will help collect data on customer demographics,
preferences, loyalty programs, and overall satisfaction with
the coffee shop's marketing strategies. The quantitative data will provide statistical
support and allow for generalization of findings.

Examples of the Questionnaire:

 How often do you drink coffee?
Daily Monthly Never
Weekly Occasionally
 How often do you visit coffee shops near your school?
Never
Rarely (once a month or less)

Occasionally (1-2 times a month)

Frequently (1-2 times a week)

Very frequently (more than 2 times a week)
 NORTHWESTERN AGUSAN COLLEGES
Bay View Hill, Nasipit, Agusan del Norte

 Are you aware of any student discounts or loyalty programs offered by coffee shops near
your school?
Yes No

 What are the key factors that attract you to a coffee shop near your school?

 What improvements would you suggest for the marketing strategies of coffee shops near
schools?