Proposed Marketing Strategies for

For Coffee Shop

In Batangas City 
 

An Undergraduate Thesis Presented to the Faculty of 

College of Business and Accountancy
University of Batangas
Hilltop, Batangas City 
 

In Partial Fulfillment of the Requirements

for the degree Bachelor of Science in Business Administration Major in
Business Management

Presented by:

De Ramos, Mart Vincent P.

Hermoso, Miguel A. 
Oliveros II, Maryrose L.
Salazar Jr., Edmir A. 
Santos, Renza Mae M. 
Untalan, Kimberly R.

March 2021
 CHAPTER 1

THE RESEARCH PROBLEM

Introduction

In Batangas City, everyone believes that the Batangueños are known as the most

enthusiastic to coffee. Coffee plantations became part of the foundation of Batangas economy

and Lipa was later labeled as the coffee capital of the Philippines.

People love to visit coffee shops for various reasons. One such reason is to eat

something healthy and different from ordinary take-outs. The health-conscious in you should

rejoice because there are many coffee shops in Batangas.

With the development of society, with the growth of economy, with the improvement

living standard, consumption structure has changed a great deal. In the past, customers

focused on material consumption, such as necessities of life. While, nowadays, when customers

buy some products or receive services from a company, not only do they pay more attention to

the cost’s performance of the products and the quality of the services, but also, they attach

importance to happiness and spiritual pleasure. Therefore, there is no doubt that the

companies, enterprises, and organizations will try their best to seek a better marketing strategy

to meet the needs of the customers. In this way, they can increase their competitive advantage

and then seize more market share. (Wei, C. 2016)

Comprehensive marketing strategies begin with product and service development.

Coffee shops can especially benefit from developing a wide, customer- friendly suite of services,

since word-of-mouth advertising can be an effective way to turn large groups of people into loyal

customers. Be sure to offer free Wi-Fi in your shop, for example, and to install electrical outlets

at each table for laptops. Book live entertainment in your shop on regular basis, host poetry

readings and other events with a community feel. If consumers have more than one coffee shop
option in your area, make sure your shop offers something the others do not, so that patrons

want to bring their friends to see the difference. (Clientele, 2014)

Coffee shops rely on commuters for a steady flow of traffic during the morning rush hour.

If you want business all day long, you may need to attract students, entrepreneurs who need a

place to work or meet with clients, or people shopping at nearby businesses. Once you know

the audience you want to appeal to, you’re ready to implement marketing strategies that get

them to try that first hot cup of brew and keep them coming back for more.

Taza Mia Coffee Shop is one of the fast-growing coffee shops in the country. It was

founded by its CEO/President Mr. Rodel G. Lacorte in the year 2011. Taza Mia Coffee Shop

was registered with the Securities and Exchange Commission on August 28, 2013, being the

sole license to franchise Taza Mia Coffee for twenty-five years for the Philippine territory

beginning September 2013. They aim to consistently delight customers with the best tasting yet

affordable hot, cold and ice blended coffee mixes. They also have non-coffee-based drinks

ranging from smoothies, sodas and juices. Making them unique against other coffee shops is

that they are serving full meals for breakfast, lunch and dinner. (Pagaduan, 2017)

The first Starbucks opened in Seattle, Washington, on March 31, 1971, by three partners

who met while they were students at the University of San Francisco: English teacher Jerry

Baldwin, history teacher Zev Siegl, and writer Gordon Bowker were inspired to sell high-quality

coffee beans and equipment by coffee roasting entrepreneur Alfred Peet after he taught them

his style of roasting beans. The company took the name of the chief mate in the book Moby-

Dick: Starbuck, after considering "Cargo House" and "Pequod". Bowker recalls that Terry

Heckler, with whom Bowker owned an advertising agency, thought words beginning with "st"

were powerful. The founders brainstormed a list of words beginning with "st". Someone pulled

out an old mining map of the Cascade Range and saw a mining town named "Starbo", which

immediately put Bowker in mind of the character "Starbuck". Bowker said, "Moby-Dick didn't
have anything to do with Starbucks directly; it was only coincidental that the sound seemed to

make sense." The Starbucks store at 1912 Pike Place. This is the second location of the original

Starbucks, which was at 2000 Western Avenue from 1971 to 1976.

The first Starbucks store was in Seattle at 2000 Western Avenue from 1971–1976. This

cafe was later moved to 1912 Pike Place; never to be relocated again. During this time, the

company only sold roasted whole coffee beans and did not yet brew coffee to sell. The only

brewed coffee served in the store were free samples. During their first year of operation, they

purchased green coffee beans from Peet's, then began buying directly from growers.

(coffee.org, 2015)

Cafe Quay is a small close to fine dining destination. The resto seats only about 20-25,

but the interiors are cozy chic. The staffs are courteous. Been here for only three times and I'd

like to say that their food taste improved (compared to ones with good going bland after a year

of business). It’s a good place for dates or big client meeting. Cafe Quay is different; it has that

difference that makes it a valuable gem during the lookalike crowd. It also stands out for it

being clean and tidy. One thing that I check, as a telltale of the restaurant quality, is the

cleanliness of the toilet. The idea is, if they can't be bothered to clean toilets, chances are that

they can't be bothered to clean and to care for all the rest. The food is very good, different as in

more international cuisine and very well presented. The cost is not too high and affordable, and

the drinks are something to be tried. Personnel is friendly and competent, not too invasive, but

present when you need them. (Georgio, 2016)

Bo's Coffee is a Filipino coffee and coffeehouse chain. Steve Benitez founded it on 1996

in Cebu City, Philippines. The company operates a total of 91 outlets throughout the Philippines,

with about 30 of them located in Metro Cebu, where it is based.Bo's Coffee sources coffee

beans locally from farmers from Sagada, Banquet, Munt Kitanglad in Bukidnon,Mount Matutum

in Tupi, South Cotabato, and Mount Apo. The idea of starting a coffee shop came to Bo's Coffee
founder Steve Benitez when, back when he was a student in, Ateneo de Manila University he

always had to drink coffee to stay awake to study. After attending various seminars and training,

he decided to open Bo's Coffee in a small space in Ayala Center Cebu in June 1996.At first,

Benitez had to give away free samples as the Cebuano market was not yet familiar of his

concept. The business did not produce any profit and was on the negative for its first three

months. However, after eight months, the business started making a profit, enabling Benitez to

put up another coffee cart in SM City Cebu. The coffee shop has grown considerably since then,

growing into its current 91 branches throughout the country, located mainly in the country's key

cities. (Wikipedia.org)

(Ramos, 2016) Chic Café is one of the newest coffee shops that build in Batangas. The

product of Chic café is very different from other coffee because of the ingredients that they used

is all organic and herbal the also offer a frappe and shakes that has glutathione and

mangosteen shake that can help our body to be cancer free. They also have a different cakes

and cupcakes which is also organic and herbal it is available for all even if you have diabetes

because their product is not using artificial sugar, they are using stevia.

Mikee, one of the Panopio sisters, studied culinary for 6 months at the nearby school. To

put such cooking skills to good use, the family set up Hills Café at the parking space of their

dormitory. Now, their residents have a new and cozy place to study and meet their friends in

without leaving the comforts of their dormitory.

The number of establishments of coffee shops in Batangas City is increasing. But not all

coffee shops are becoming successful. But there are coffee shops that are successful despite of

the same products or goods and services that they provided. The researcher thinks that the

reason is lack of knowledge in marketing strategy. They believed that the marketing strategy

correlational has something to deal with it.