How Do European Cafe Chains Managers Handle Competition?

Anca Madar
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Anca Madar: Faculty of Economic Sciences and Business Administration,Transilvania University of Brasov, Brasov, Romania

International Journal of Business and Economic Affairs (IJBEA), 2018, vol. 3, issue 4, 178-184

Abstract: Due to the intense competition among cafe chains, consumer satisfaction has become a strategic factorfor each organization in order to thrive in the market place in a sustainable way. In this article, the author aims toidentify the quality and marketing strategies, speci c or general; those European cafe chain managers have implementedto cope with competition. It also quanti es their willingness to apply these strategies in the future to increase customersatisfaction. In this respect, the author carried out qualitative marketing research, and 16 managers of cafe chainswere interviewed. The research was based on the semi-structured depth interview method. The results show that mostmanagers included in the sample declared that they had implemented various quality and marketing strategies to improvethe quality of their products and services and meet the requirements of consumers. Research has shown that some ofthe strategies are common, but there are also di erent individual strategies applied by each cafe chain depending onthe location of the cafes and the customer segment they are addressing. Based on the results, the author recommendsto the cafe managers to analyze their competitive environment well and to get to know the market and the consumerrequirements accurately, so that they can implement targeted quality and marketing strategies in order to reach their company goals.

Keywords: Cafe chains; Competition; Consumer satisfaction; Quality strategies; Marketing research (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aya:ijbeaa:2018:p:178-184

DOI: 10.24088/IJBEA-2018-34005

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