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Marketing Strategies of Successful Coffee Shop Owners

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Marketing Strategies of Successful Coffee Shop Owners Walden University ScholarWorks Walden Dissertations and Doctoral Studies Walden Dissertations and Doctoral Studies Collection 2019 Marketing Strategies of Successful Coffee hopS Owners Abi Adeleke Walden University Follow this and additional works at: https://scholarworks.waldenu.edu/dissertations Part of the Entrepreneurial and Small Business Operations Commons This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. It has been accepted for inclusion in Walden Dissertations and Doctoral Studies by an authorized administrator of ScholarWorks. For more information, please contact [email protected]. Walden University College of Management and Technology This is to certify that the doctoral study by Abi Adeleke has been found to be complete and satisfactory in all respects, and that any and all revisions required by the review committee have been made. Review Committee Dr. Warren Lesser, Committee Chairperson, Doctor of Business Administration Faculty Dr. Timothy Malone, Committee Member, Doctor of Business Administration Faculty Dr. Jill Murray, University Reviewer, Doctor of Business Administration Faculty Chief Academic Officer Eric Riedel, Ph.D. Walden University 2019 Abstract Marketing Strategies of Successful Coffee Shop Owners by Abi Adeleke MPA, Indiana University Northwest, 2001 MA, University of Ibadan, Nigeria, 1988 BA, University of Ilorin, Nigeria, 1986 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University June 2019 Abstract Failure is an issue with small businesses globally; some owners of small businesses lack the knowledge of business administration and marketing strategies necessary to help ensure success. The purpose of this multiple case study was to explore what marketing strategies some coffee shop owners use to sustain business operations during the first 5 years of operation. The targeted population consisted of 5 coffee shop owners in Arkansas who successfully implemented marketing strategies to sustain business operations during the first 5 years of operation. Goldsmith’s 8Ps of marketing mix was the conceptual framework used in the study. Data were collected from semistructured interviews and a review of publicly available data and company websites. Data were analyzed using the principles of the content analysis method, which included identifying codes and themes. Findings indicated owners of successful coffee shops were actively engaged in the day-to-day business operations and in the community; provided premium products; used social media for marketing, promotion, and branding; used competitive pricing; were precise about the location; provided exceptional customer service and personalization, and had points of marketing differentiation to promote their brand. The implications of this study for positive social change include the potential to support the welfare of the citizens of Arkansas, and owners of coffee shops across the United States that could provide independent coffee shop owners with marketing strategies necessary to sustain business operations, contribute to new job creation and regional economic sustainability. Marketing Strategies of Successful Coffee Shop Owners by Abi Adeleke MPA, Indiana University Northwest, 2001 MA, University of Ibadan, Nigeria, 1988 BA, University of Ilorin, Nigeria, 1986 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University June 2019 Dedication I want to dedicate this study to my children, Michael, Victor, and Abigail. Thank you for the times you have had to wait for Mom. I would also like to dedicate this study to all SMEs and especially, women entrepreneurs on the continent of Africa! Finally, I would like to dedicate this study to my mother and father; you always said I could. I know both of you are up there with God saying, "That is our daughter!" God deserves all the praise for the fulfillment of Jeremiah 29:11. Acknowledgments To Dr. Warren Lesser, I am thankful our paths crossed. I could not have asked for a better chairperson. I want to give special thanks to him for his steadfast support and feedback during this journey. I never doubted he had good intentions for me to graduate. I want to thank my second committee member, Dr. Tim Malone for his great insight and input during the oral defense. I want to thank my URR, Dr. Jill Murray for her valuable contribution to my study. I could not have completed my DBA without the help of the committee. I want to thank the DBA Program Director, Dr. Susan Davis for the support and guidance during my DBA journey here at Walden University. I want to thank everyone who gave a listening ear or a word of encouragement. My parents, especially my dad, encouraged me to complete this journey and was the reason I continued after he passed away during my DBA program. To my children, I say thank you! To the participants in my study, I want to thank them for sharing their successful marketing strategies. We have come this far by faith (II Corinthians 5:7). Table of Contents List of Tables.................................................................................................................. iv List of Figures ................................................................................................................. v Section 1: Foundation of the Study .................................................................................. 1 Background of the Problem........................................................................................ 1 Problem Statement ..................................................................................................... 2 Purpose Statement ..................................................................................................... 2 Nature of the Study .................................................................................................... 3 Research Question ..................................................................................................... 4 Interview Questions ................................................................................................... 4 Conceptual Framework .............................................................................................. 6 Operational Definitions .............................................................................................. 7 Assumptions, Limitations, and Delimitations ............................................................. 8 Assumptions ........................................................................................................8 Limitations ...........................................................................................................8 Delimitations .......................................................................................................9 Significance of the Study ......................................................................................... 10 Contribution to Business Practice ....................................................................... 10 Implications for Social Change .......................................................................... 11 A Review of the Professional and Academic Literature ............................................ 11 Transition ................................................................................................................ 33 Section 2: The Project .................................................................................................... 35 i Purpose Statement ................................................................................................... 35 Role of the Researcher ............................................................................................. 35 Participants .............................................................................................................. 37 Research Method and Design ................................................................................... 38 Research Method ............................................................................................... 39 Research Design ................................................................................................ 40 Population and Sampling ......................................................................................... 42 Ethical Research ...................................................................................................... 43 Data Collection Instruments ..................................................................................... 45 Data Collection Technique ....................................................................................... 47 Data Organization Techniques ................................................................................. 48 Data Analysis .......................................................................................................... 49 Reliability and Validity ............................................................................................ 51 Reliability .......................................................................................................... 51 Validity .............................................................................................................. 52 Transition and Summary .........................................................................................
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