โครงการศึกษาความเป็นไปได้ในการเปิดร้านกาแฟบริเวณซอยอารีย์ / ศศิณ กฤษณรุ่งเรือง = The feasibility study for opening coffee café at Soi Ari / Sasin Kritsanarungruang
The purpose of this special study is to identify the feasibility of opening a coffee café at Soi Ari by analyzing external environment factors, market attractiveness, competitors, and targeted customers as well as the feasibility in operation & financial management in order to understand customer behaviors and attitudes toward the real possibility to set up the business in the area. The quantitative research methodology was utilized in this study. The research data was gathered with the aid of a questionnaire. Two hundred thirty-four questionnaires were conducted to Thai men and women by non-probability sample judgmental method. The results of this study have shown that this high competitive market is still attractive and has a room for growth. Product differentiation & valued services are a key contribution in response to an unmet need of targeted customers. The results of the study have also indicated the success of project is dependent on the capability management in various situations. The most important factors and key success of customer value proposition are still dependent on the selection of appropriate location, taste of fresh premium roast coffee, an ideal third place atmosphere, and other value added services. In becoming an ideal third place in customer mind, the café must be ready to develop suitable business strategies and to deploy the beverage formula that suits with customer preference as well as the continuous improvement of its service.
