An investigation into the marketing strategies of micro café, coffee shop and tearoom enterprises in the Cardiff and Rhondda Cynon Taff areas
Author
Robertson-Cowell, Sophie
Date
2015Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
Visiting independent coffee shops, cafes and tea houses has become a popular social
experience for people within the UK. This trend is continuing to expand and in turn so are
the numbers of these venues. The marketing strategies and activities of these businesses
have yet to be researched in detail.
The aim of this project is, using the SWOT model, to investigate the current marketing
strategies and activities being undertaken by micro café, coffee shop and tea house
enterprises in Cardiff and RCT areas to formulate recommendations of best practice. The
researcher will identify best practice of their current marketing activities via semi-structured
interviews, and from this research, formulate valid recommendations.
The research was gathered through semi-structured interviews with 9 micro enterprise café,
coffee shop or tea houses within the RCT and Cardiff areas to enable the researcher to
gather rich detail to be analyzed and from this generate valid recommendations.
The key findings from this research are that the industry is highly competitive and so micro
enterprises should take time to plan and implement their marketing activities to gain
competitive advantage.
Description
BA (Hons) Events Management
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