Guidelines Development for Competitive Strategy of Café Case Study: Meena Café, Muangchooom Sub-District, Thamuang District, Kanchanaburi Province

Abstract

               This research aimed to analyze Guidelines Development for Compettive Strategy of cafe, Case Study: Meena Cafe Tumbol Muangchoom Amphoe Thamuang Kanchanaburi Province. This study purpose to: 1) Investigation on The Compettive Strategy of cafe, Case Study: Meena Cafe Tumbol Muangchoom Amphoe Thamuang Kanchanaburi Province 2) Investigation on The Guidelines Development for Compettive Strategy of cafe, Case Study: Meena Cafe. In this research quantitative data were customer with 400 samples who use a service of Meena Cafe.The Descriptive statistics used to analyze data composed of percentage, mean, standard deviation, and frequency. The Inferential statistics used to analyze data composed of t-test, F-test, One-way ANOVA, and LSD (Least Significant Differential).

               The findings indicated that a sample of customer who using a service of Meena Cafe were female for 64.00% and males representing 36.00%, age between 16 years and not over 25 years, representing 63.00 %, followed by aged between 26 years and not over 35 years, representing 20.00 %, education level below a bachelor degree, representing 45.00 %, next is high school, representing 22.00 %, monthly income is less than 5,000 baht or 32.00%, next is 10,001-15,000 baht, representing 24.00 % and Student for 47.00 %, followed by company’s employees  were 22.00 %.

              The Guidelines Development for Compettive Strategy of cafe, Case Study: Meena Cafe Tumbol Muangchoom Amphoe Thamuang Kanchanaburi Province. There is a high level of overall opinion that Marketing Mix 7P composed of 1) product 2) price 3) place 4) promotion 5) process 6) people and 7) physical evidence. When considered in each aspect shows that the Compettive Strategy of cafe, Case Study: Meena Cafe Tumbol Muangchoom Amphoe Thamuang Kanchanaburi Province were higest everage is product, next is people and the lowest is place.