| In today business,the trend of coffee shop has more and more intense competition.As the result,the large of business coffee shop from abroad to Lung Thun is more increase and also most of operators choose strategy to increase the number of branches,increase the number of sale,resulting in new distribution channels such as exhibition centers,bookstores and gas stations as well as expanding branches to the neighboring countries for home.At the same time,the trend of drinking coffee began to change from the original popular drink instant coffee but nowadays,it has turned to a popular roasted ground coffee shop,decorated to look beautiful,elegant,modern,comfortable,and shady atmosphere,so each entrepreneur needs to find a marketing strategy to create public relations and impressive service to maintain the old customer and increase the new customer base.In addition,adaptations must be made for the survival of the business to be able to survive in the changing environment.This research aimed to study marketing strategies that influence the decision of using the Amazon store service.The research is divided as follows: First,summarize the basic theory consisting of SWOT,Michael Porter Structural Analysis,Using STP in Data Analysis,7P Marketing Strategy,Consumer Concepts and Theories for Buying Decisions.After that,the marketing strategy theory was applied to analyze the current situation of the Amazon store.Moreover,to identify problems and create opportunities to increase sales as well as to explore strategies that affect the decision to use the services of Amazon.The last part is the analysis of marketing strategies by using the marketing mix(7P)to analyze strategic differences by using the data obtained from the survey to analyze the strategy as well This is for information to create competitive opportunities.And to use information for decisionmaking,development or improvement of products and services,leading to formulation of strategies or policies in accordance with actual consumer needs.In order to get closer to the real environment,this article does not take the form of online questionnaires,but uses cooperation with friends by conducted hand questionnaire surveys at the entrance,dining area,rest area,checkout counter,and other locations of the Amazon coffee shop.After objective screening,150 valid questionnaires were obtained,and the following conclusions were drawn.Most of the samples are girls,aged between 21-30 years old,and the economic income is 15,000-30,000 baht per month,and consumers are able to pay for Amazon coffee.The result of Amazon coffee shops are easy to find on the street,accounting for 29%.42.7% of respondents in the survey purchased coffee from Amazon stores 2-3 times per month.The surveyed population's spending budget is less than 100 baht accounted for 57.3%.87.6% positive responded would like to repurchase among 150 respondents with valid data in the questionnaire survey in this article.In addition,in the conclusion of the correlation,the main reason why the Amazon store is the most attractive for consumers to buy coffee is that the coffee shop is easy to find,there are a large number of chain stores,and the store is well decorated,the product quality is good,and perfectly staff's service attitude with acceptable price.The less attractive to consumers is the promotion method.The promotion of Amazon coffee shop is limited due to the lack of external advertising and media promotion,and the passenger flow attracted is not considerable. |
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