Business Research

Group Project 1
DEFINING & REFINING THE PROBLEM
Name: Cajile, Kenneth Jay S. Score: __________________

Cumla, Earl Harvie G. Date: March 6, 2024
Day-yo, Abdul Aziz Ben Anshary S.
Yr/Course/Section: 2 BSBA-A
Addressing Market Saturation Challenges: A Quantitative Study of Digital

Marketing`s Role on Enhancing Visibility of Cafés in Kabacan, North Cotabato
INTRODUCTION
Over the past few years, there has been a remarkable proliferation of cafe
businesses, sprouting up in various corners of cities and towns alike. Additionally,
Adiwinata et al. (2021) found that lifestyle developments in terms of using coffee as a
drink have been demonstrated by the increasing number of coffee shops or shops.
Modern lifestyles, characterized by busyness and a craving for convenience, further
drive the success of cafes as convenient options for quick meals, meetings, or
remote work. Kabacan, a bustling municipality in the Philippines, has witnessed a
surge in the popularity of cafes. With a growing population of students, professionals,
and residents seeking spaces for leisure, work, and socialization, cafes have
emerged as convenient and inviting destinations. As cafes dot the bustling streets,
each offering its own blend of ambiance, flavor, and experience, the challenge of
standing out and being visible becomes preeminent.
In an era marked by technological advancements, the role of digital marketing
in enhancing visibility of cafes has become paramount, especially in the face of
market saturation. Mass media serve various purposes such as providing
information, entertainment, persuasion and subtly conveying culture among millions
of people (Ghareh et al., 2013). Social media sites such as YouTube, Facebook and
Instagram have long been acclaimed for their ability to provide digital visibility
(Bishop, 2018). These digital tools enable cafes to tell their stories, connect with their
audience, and most importantly, become visible despite the increasingly crowded
market.
This research aims to delve into the pivotal role that the digital marketing plays
in augmenting the visibility of cafes in Kabacan, North Cotabato. With the escalating
competition in the market, understanding the significance of digital marketing in the
strive of being visible to the market becomes necessary. By identifying, investigating,
and recognizing the different digital marketing tools, we could provide insights that
can guide cafes in Kabacan toward a more effective and targeted approach in
reaching their customers.
Significance of the Study
The study of Cafés market saturation in Kabacan, North Cotabato, and its
implications for enhancing visibility through digital marketing tools holds significant
relevance for various stakeholders, including café owners, entrepreneurs, and
researchers. The following points outline the significance of this research:
Empowering Small Businesses: Small cafes are integral to the local economy
and community fabric. By equipping cafe owners with insights into effective digital
marketing strategies, this study empowers them to compete more effectively in a
crowded marketplace, fostering entrepreneurship and economic growth.
Fostering Community Engagement: Cafes serve as hubs of social
interaction, fostering community engagement and cohesion. By optimizing their
visibility and appeal through digital channels, cafes can strengthen their role as
community spaces, facilitating dialogue, collaboration, and cultural exchange.
Advancing Academic Research: This study contributes to the academic
literature on marketing, entrepreneurship, and cultural studies by exploring the
intersection of café culture, digital marketing, and market saturation in a unique
socio-cultural context. It provides a foundation for further research and scholarly
inquiry in related fields.
In essence, this research seeks to unlock the potential of cafés in Kabacan, not
only as a driver of economic activity but also as a source of community vitality,
innovation, and cultural richness. By addressing the challenges of market saturation
through digital marketing interventions, this study aims to foster sustainable growth,
resilience, and prosperity for cafes and the communities they serve.
Objectives of the Study

The purpose of this study/project is to develop and/or evaluate the use of digital
marketing towards enhancing visibility of Cafés in Kabacan, North Cotabato.
Specifically, the study aims to:
1. Identify and analyze the primary challenges faced by local cafes in Kabacan,
particularly in the context of market saturation.
2. Investigate a range of digital marketing avenues employed by cafes to enhance

visibility.
3. Recognize the essence of digital marketing on enhancing visibility.
By addressing these objectives, this study seeks to navigate the challenges of

market saturation, how it affects the café market, and how digital marketing helps in
this increasingly competitive landscape.
References
Adiwinata, N., Sumarwan, U., & Simanjuntak M. (2021). Factors Influencing Coffee
Consumption Behavior in the Era of the Covid-19 Pandemic. Journal of Family &
Consumer Science, 14(2), 189- 202. https://doi.org/10.24156/jikk.2021.14.2.189
Ghareh, M., Gholipour, N., & Anet, Z. (2013). Examine the role of mass media to
attitudes to sport for all in students at Alzahra university. Communication
Management in Sport Media, 1(2), 40-47
Bishop, S. (2018). Anxiety, panic, and self-optimization: Inequalities and the

YouTube algorithm. Convergence, 24(1), 69–84

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Group Project 1

DEFINING & REFINING THE PROBLEM

Name: Cajile, Kenneth Jay S. Score: __________________

Addressing Market Saturation Challenges: A Quantitative Study of Digital

Objectives of the Study

marketing towards enhancing visibility of Cafés in Kabacan, North Cotabato.

Specifically, the study aims to:

2. Investigate a range of digital marketing avenues employed by cafes to enhance

3. Recognize the essence of digital marketing on enhancing visibility.

By addressing these objectives, this study seeks to navigate the challenges of

Bishop, S. (2018). Anxiety, panic, and self-optimization: Inequalities and the

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