A Study on the Marketing Strategy of Manner Coffee Company

Abstract

In recent years, the freshly ground coffee market in China has continued to grow rapidly, and competition has become increasingly fierce. Faced with the dual pressure of consumer upgrading and diversified demands, as well as international giants and local newcomers, Manner Coffee, a coffee chain enterprise, urgently needs to optimize its marketing strategy to consolidate its market position and achieve sustainable development. The purpose of this study was to: 1) To analyze the current marketing strategy status of Manner Coffee; 2) To propose targeted optimization suggestions to enhance its market competitiveness.
This study focused on the marketing strategy of Manner coffee, using the 7Ps marketing theory combined with the SWOT analysis model as the core analysis framework. The study used a documentary research method, integrating public information of enterprises, industry reports, insights from professional institutions, media reports, and relevant domestic and foreign literature. This study found that: 1) Current situation analysis based on the 7Ps theory: Manner Coffee Company provides high-quality, differentiated products and expands its brand by accurately matching prices and values to reject low price competition. It uses high-density urban cellular warfare channels to maintain store attractiveness, transforming professional value into experiential, participatory, and communicable social assets for promotion. It builds brand value assets based on people, focuses on creating tangible displays of atmosphere, and optimizes processes to combine digitization and humanization. 2) Based on the SWOT analysis, it is recommended to leverage the advantages of stable product quality, experienced baristas, and moderate product prices to seize the huge consumption potential of the coffee market, the trend of healthy beverage popularity and the remaining space in online sales channels by utilizing a professional team to create high-quality coffee with high cost-effectiveness. Meanwhile, by strengthening the development of online channels, Manner Coffee Company can enhance the effectiveness of its marketing strategy and consolidate its market positioning.
Conclusion and optimization suggestions: In order to enhance the core competitiveness and long-term growth potential of Manner coffee in the fierce market competition, this study proposes the following optimization directions: 1) Expand online and offline sales channels by covering more living areas offline and promoting the in-depth development of online sales channels. 2) Strengthen employee training and optimize service processes by establishing a regular learning process for employees and a scoring mechanism.

Keywords: marketing strategy, Manner Coffee Company, 7Ps theory, SWOT analysis

6717195006 Chen Qi, 2568 (2025). Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), A STUDY ON THE MARKETING STRATEGY OF MANNER COFFEE COMPANY, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย