FACTORS AFFECTING MARKETING MIX OF TAKE A SHOT, COFFEE BRANCHES: TOWARDS CRAFTING A GUIDE

Abstract

Take a Shot, Coffee is a small business established in March 2023, offering a variety of iced-cold drinks, including coffee and milk tea. With the growing popularity of iced beverages, the business aims to capitalize on this trend but faces strong competition in the market. To effectively navigate this competitive landscape and achieve its objectives, the business needs to develop a deeper understanding of the factors affecting its marketing mix.  This study aims to examine the key factors that influence the marketing mix of Take a Shot, Coffee, focusing on the controllable elements that a company can adjust to meet the needs of its target customers. The study centers around the Four Ps of Marketing: Product, Price, Place, and Promotion. By analyzing these components, the business can create a well-rounded marketing strategy to strengthen its market position, attract more customers, and enhance its overall success in the competitive iced beverage industry. This study utilized a quantitative-descriptive research design to investigate the factors affecting the marketing mix of Take a Shot, Coffee. A simple random sampling method was applied, with the total number of respondents determined using Slovin’s formula. To ensure the reliability and clarity of the survey instrument, a pilot test was conducted, involving ten (10) dry runs to assess the validity and comprehensiveness of the questions.  The survey was distributed to 30 customers of Take a Shot, Coffee, specifically from the Manotoc and Balubaran branches. The responses obtained from these customers were analyzed to identify the key factors influencing the marketing mix at both branches. This analysis provided valuable insights into how the marketing mix elements impact customer experience and business performance. The findings of the study highlighted various factors affecting the performance of Take a Shot, Coffee branches, both positively and negatively. The respondents indicated that Take a Shot, Coffee provides high-quality beverages, which was reflected in a weighted mean of 3.62, interpreted as “very stable.” This suggests that the quality of the drinks is a major strength and a significant factor in customer satisfaction.  The study also examined the impact of the marketing mix (product, price, place, and promotion), which yielded a composite mean of 3.03, interpreted as “relatively stable.” While the marketing mix factors were generally perceived as stable, there is still room for improvement to better meet customer expectations and enhance business performance.  Additionally, communication challenges emerged as a key issue faced by customers when purchasing from Take a Shot, Coffee. 13 respondents (32.3%) reported communication difficulties, pointing to the need for improved communication strategies to address customer concerns and enhance the overall purchasing experience. This study identified the factors influencing the marketing mix of Take a Shot, Coffee branches, providing insights to develop a strategic guide. The findings highlighted areas where the business could improve in terms of product, price, place, and promotion. By understanding these factors, the researchers were able to formulate guidelines that can assist Take a Shot, Coffee in better meeting the needs of its target audience. These recommendations aim to optimize the marketing mix, improve customer satisfaction, and strengthen the business's competitive position in the market.