Design and Implementation of a Local Marketplace Application for Food and Beverage Businesses Using 4P’s and 4C’s Strategies

Due to COVID-19 outbreak in Phuket, Thailand, there has been a huge impact on the economics because the Phuket economics relies on tourism. Many are unemployed or halved their salaries. Facebook marketplace is an easy and fast option to start a food and beverage business online, even though there are some drawbacks and limitations. This work studies food and beverage businesses and consumer behaviors using 4P’s and 4C’s marketing strategy to develop a solution for businesses in Phuket, Thailand. A Prototyping model in software engineering is employed to fabricate an application, namely UMARKET. The results reveal most common problems from the buyers and sellers which are available products in stock, order tracking, slow communication, manual input during the purchase, and delivery routing. UMARKET functionalities are developed to solve those problems and the user satisfactory is evaluated using usability testing method. The average score is 4.35 out of 5 with standard deviation of 0.71. We would conclude that most of the users satisfy UMARKET and it solves the problems encountered by Facebook marketplace users.