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Article analysis:

The article "A Case Study of the Marketing Tools Coffee Shop Owners Use to Sustain Businesses" by Abi Adeleke explores the marketing strategies used by coffee shop owners to sustain their businesses during the first five years of operation. The study is based on a multiple case study of five coffee shop owners in Arkansas who successfully implemented marketing strategies to sustain business operations.

The article provides valuable insights into the marketing strategies used by successful coffee shop owners, including active engagement in day-to-day business operations and the community, providing premium products, using social media for marketing and branding, competitive pricing, precise location selection, exceptional customer service and personalization, and points of differentiation to promote their brand. These findings have implications for positive social change by supporting the welfare of citizens in Arkansas and contributing to new job creation and regional economic sustainability.

However, there are some potential biases in this study that need to be considered. Firstly, the sample size is small and limited to only one state in the US. This may limit the generalizability of the findings to other regions or countries. Additionally, only successful coffee shop owners were included in the study, which may not provide a complete picture of all marketing strategies used by coffee shops.

Furthermore, while Goldsmith's 8Ps of marketing mix was used as a conceptual framework for this study, it is unclear how well this framework applies specifically to coffee shops. There may be other relevant frameworks or theories that could have been explored.

Another limitation is that there is no discussion about potential risks associated with implementing these marketing strategies or any counterarguments against them. It would have been useful if the article had explored potential drawbacks or challenges associated with these strategies.

Overall, while this article provides valuable insights into marketing strategies used by successful coffee shop owners, it is important to consider its limitations and potential biases when interpreting its findings. Further research with larger sample sizes and more diverse locations would be beneficial in exploring these issues further.