Marketing approaches to increase sales in a coffee shop : case company: Frappua

There are different ways to increase sales. Market analysis includes the study of two large forces: the microenvironment (SWOT Analysis) and the macroenvironment (Porter’s Five Forces Analysis). This becomes the starting point for defining and developing a marketing strategy and tactics, as well as the resulting marketing approach for sales growth. Frappua coffee shop is a company that is a simple form of retail business. The purpose of this work is to define, to analyse and to develop a coffee house development strategy that helps to identify and justify the use of effective marketing approaches and steps to increase sales, leading to stable income and business profitability. In this thesis, both quantitative and qualitative research methods, analysis methods, the deductive method in combination with the inductive one are consistently applied. SWOT Analysis, Porter’s Five Forces Analysis, STP model are used to identify and develop a strategy, a portrait of an ideal buyer is drawn up. A marketing approach has been developed for sales growth based on the definition of a marketing strategy. To develop marketing tactics, such a marketing tool as 4P is used in combination with digital marketing. The priority position is given to the interests, preferences of customers and their satisfaction. The results of the study show that the main target audience of the coffee house are potential customers in the middle age category with a low but stable purchasing power. The competitiveness of the company has also become evident. The coffee shop focused on the needs and desires of the Finnish consumers, even during economic crises, and pandemic, with a clear trend towards sustainable development