Marketing strategies and sustainable competitive advantage among local coffee shops in Davao City

Abstract

The coffee shop industry operates in a cutthroat climate with a constant influx of new competitors from many sectors of the economy and the country. The study aims to determine the sustainable competitive advantage through marketing strategy among local coffee shops in Davao City. The study used a descriptive correlation design and adapted questionnaires for the local coffee shop customers in Davao City as the study's respondents and was identified using a random sampling technique. The results were treated statistically using mean, standard deviation, and Spearman's rho coefficient. Furthermore, the study revealed a high level of marketing strategy among local coffee shops in Davao City. Additionally, the level of sustainable competitive advantage among local coffee shops in Davao City is very high. The correlation analysis result revealed a moderately positive relationship between marketing strategy and the sustainable competitive advantage of local coffee shops in Davao City. It indicates that local coffee shops in Davao City often manifest marketing strategies that give customers a great experience and satisfaction, resulting in a highly sustainable competitive advantage. Coffee shop owners must maintain their marketing strategies always to manifest sustainable competitive advantage.