Qualitative Study of Obstacles to the Implementation of the 4p Marketing Strategy at Sugi Coffee House in Palu City

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The research identifies significant obstacles in the 4P marketing strategy that affect Sugi Coffee House's performance and market reach.
Key findings include challenges with product storage due to limited cooling facilities and high initial pricing adjustments for affordability.
Qualitative data collection involved in-depth interviews and direct observation of managerial practices at the café.
This study highlights practical constraints for SMEs, suggesting improvements in storage and promotion to enhance business sustainability.

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Qualitative analysis reveals obstacles in product, price, place, and promotion for SMEs in Palu, suggesting adaptation strategies.

Palawa et al. (2025) studied this question.

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