Analysis of Bash Coffee's Marketing Mix Strategy in Strengthening Coffee Sales in Buraidah

Due to the increasing demand for dining out and unique coffee experiences, the food and beverage industry, especially the specialty coffee sector, has witnessed remarkable growth and competition. This study focuses on Bash Coffee, a well-established café in Buraidah, Saudi Arabia, with the aim of enhancing coffee sales and ensuring sustainability. Bash Coffee faces several challenges, including delayed development, a limited range of single-origin coffee options, variability in coffee presentation and service quality, a lack of clarity in policies and standards, and overstaffing. To overcome these challenges, the study recommends implementing effective management practices, expanding the variety of coffee offerings, establishing consistent standards for coffee presentation and customer service, clarifying regulations and procedures, and optimizing staffing levels. Furthermore, Bash Coffee should implement marketing methods such as internet sales channels to assist long-term growth. Bash Coffee can expand its position in the specialty coffee industry and achieve long-term success by increasing core sales through roasted coffee manufacturing and cultivating a solid organizational structure. This case study emphasizes the role of human resources, operational management, accounting, and leadership in driving business performance and provides significant insights into the marketing mix approach for improving coffee sales in Buraidah.