ANALYSIS OF THE COFFEE SHOP MARKET IN CHEBOKSARY AS A BASIS FOR DEVELOPING A STRATEGY FOR OPENING A NEW ESTABLISHMENT

Abstract

The article presents the results of a comprehensive analysis of the coffee shop market in Cheboksary, aimed at developing a strategy for opening a new establishment. The study includes a quantitative and qualitative assessment of the market structure, an analysis of the competitive environment, consumer preferences, and key success factors. It was found that the market is highly concentrated, with two leading players (Coffee Like and DonDonuts & Coffee) controlling more than half of the market. An empirically based profile of the target consumer was identified. The main factors influencing the choice of coffee shops were identified, including coffee quality, price, service, and loyalty programs. Based on the results of the study, practical recommendations have been formulated for choosing a location, forming a product range, and positioning a new coffee shop. Three differentiated strategies for entering the market have been proposed: creating a highly specialized coffee shop, forming a "third place" for communication and work, and focusing on morning traffic and breakfasts. The results of the study can be used by entrepreneurs and marketers when entering local markets with a similar structure, as well as when preparing cases for educational programs related to marketing, business planning, and strategic management.