How Do European Caf´e Chains Managers Handle Competition?

Abstract

In this article, the author aims to identify the quality and marketing strategies, specific or general, and those European caf ́e chain managers have implemented to cope with the competition. It also quantifies their willingness to apply these strategies in the future to increase customer satisfaction. In this respect, the author carried out qualitative marketing research, and 16 managers of caf ́e chains were interviewed. The research was based on the semi-structured depth interview method. The results show that most managers included in the sample declared that they have implemented various quality and marketing strategies to improve the quality of their products and services and meet the requirements of consumers. Research has shown that some of the strategies are common. Still, different individual strategies are applied by each caf ́e chain depending on the location of the caf ́es and the customer segment they are addressing. Based on the results, the author recommends to the caf ́e managers to analyze their competitive environment well and to get to know the market and the consumer requirements accurately so that they can implement targeted quality and marketing strategies to reach their company goals.