Marketing Strategies of Tham Sing Robusta Coffee in Thailand: SWOT IE and TOWS Matrix

The increasing popularity of coffee consumption has caused high competition among coffee shop entrepreneurs. The Ban Tham Sing Community (BTSC) Robusta coffee shop has a limited number of customers and encounters competitors selling similar products. This study investigated BTSC’s marketing strategies as a guideline for new local entrepreneurs to develop their marketing designs. First, in-depth qualitative interviews and focus groups were conducted with 18 participants. Next, a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis and Threats, Opportunities, Weaknesses, and Strengths (TOWS) Matrix were used to analyze the collected data. Results of SWOT analysis, with internal and external assessment, revealed that BTSC’s eight strategies fit McKinsey 7- S’s marketing framework and four external marketing factors of “Static Strategy.” The TOWS Matrix analysis revealed that the following four strategies were employed:1) proactive, 2) remedial, 3) preventive, and 4) reactive. These strategies are recommended for new local entrepreneurs to improve their marketing quality.