Where nature meets coffee – a case study on sustainable marketing strategies for a garden-based coffee store in Hanoi.
Vu, Nhi (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025122638939
https://urn.fi/URN:NBN:fi:amk-2025122638939
Tiivistelmä
This thesis investigates the background research needed for developing a sustainable marketing strategy for a family garden coffee shop in Hanoi, Vietnam. The coffee industry in Hanoi is entering a saturated phase, where both international chains and independent coffee shops compete fiercely to attract the same customer base. Most coffee shops focus on space and aesthetics, while few consider sustainability as a strategy, despite the increasing consumer demand for waste reduction, green design or responsible sourcing. Therefore, the study aims to provide insights that could support the future development of a strategy that reflects both customer awareness and the conditions of small businesses. In this context, the findings confirm the growing role of sustainability as a competitive advantage for small cafes, while also highlighting the need to adopt practical approaches that are appropriate to limited resources.
The theoretical framework combines three models: SWOT to identify strengths, weaknesses, opportunities and threats; STP model (Segmentation, Targeting, Positioning) to define market segmentation and positioning; and 7Ps Marketing Mix to integrate sustainable values into product, price, place, promotion, people, process and physical evidence. These models are used complementary, helping to shape the overall analysis while creating specific structures that could guide the implementation of sustainable practices in the cafe.
The research methodology adopted a mixed-methodology approach consisting of a customer surveys to assess sustainability perceptions and in-depth interviews with shop owners. However, the study also pointed out resource constraints and implementation risks. In conclusion, authentic and systematic sustainability activities, when structured according to the 7Ps model, can help garden cafes differentiate themselves, build customer loyalty and enhance competitive advantage. These results add value to theory and practice by demonstrating that small coffee shops can absolutely integrate sustainability into their marketing approaches in practical and relevant ways within their financial and operational constraints.
The theoretical framework combines three models: SWOT to identify strengths, weaknesses, opportunities and threats; STP model (Segmentation, Targeting, Positioning) to define market segmentation and positioning; and 7Ps Marketing Mix to integrate sustainable values into product, price, place, promotion, people, process and physical evidence. These models are used complementary, helping to shape the overall analysis while creating specific structures that could guide the implementation of sustainable practices in the cafe.
The research methodology adopted a mixed-methodology approach consisting of a customer surveys to assess sustainability perceptions and in-depth interviews with shop owners. However, the study also pointed out resource constraints and implementation risks. In conclusion, authentic and systematic sustainability activities, when structured according to the 7Ps model, can help garden cafes differentiate themselves, build customer loyalty and enhance competitive advantage. These results add value to theory and practice by demonstrating that small coffee shops can absolutely integrate sustainability into their marketing approaches in practical and relevant ways within their financial and operational constraints.