<![CDATA[Purpose – This study aims to design a business development plan for NASA Coffee Bar to improve competitiveness and achieve sustainable growth amid increasing competition in the café industry. The research focuses on addressing declining revenue challenges through strategic improvements in product development, operations, and marketing activities. Design/Methodology/Approach – This study employs a qualitative research approach. Data were collected using triangulation techniques through interviews, observations, and document analysis. The business conditions were evaluated to formulate development strategies based on the marketing mix and community-based marketing approaches. Findings – The findings indicate that NASA Coffee Bar has competitive advantages through its strategic location and community-based customer base. However, the business requires improvements in product innovation, operational efficiency, and digital promotional strategies. The proposed business development plan suggests that implementing targeted marketing mix strategies and strengthening community-based marketing can enhance market positioning and increase customer loyalty sustainably. Originality/Value – This study contributes practical insights into business development strategies for small café businesses by integrating marketing mix approaches with community-based marketing strategies. The findings provide a strategic reference for local coffee businesses seeking to overcome performance challenges, strengthen customer relationships, and achieve sustainable growth in a competitive market.]]>
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