The Business Model Innovation of Vegetarian Restaurant -A Case Study of Company A

• Main Authors: Yueh-Jui Huang, 黃月蕊
• Other Authors: Dr. Yau-Sheng Tsai Dr. Chuang-Min Chao
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/qev2rp

碩士 === 國立臺北科技大學 === 管理學院經營管理EMBA專班 === 104 === With the rise of compelling ideas and latest trends of environmental protection, health care and the veganic diet, more and more people are turning to a vegan die, further, resulting in diverse emerging commercial opportunities from the vegetarian restaurant business. However, compared with the fact that a variety of vegetarian restaurants face the challenge without the points of difference with others, not only the profitability is shrinking but earning the profit out of the vegetarian restaurant business today is getting much more arduous. Concerning with it, it is vital to delve into a renovated business model enabling the restaurants without the points of difference with others to formulate a successful business model increasing the profits in the industry from the red ocean strategies. The study will base on the case of Company A and the in-depth reference interviews from the other two vegetarian restaurants, conducting a detailed environmental analysis in Taiwan in terms of vegetarian restaurants thoroughly. Besides, it will systematically employ the nine basic elements of business model building blocks proposed by Osterwalder and Pigneur to examine the business model and strategy of Company A. The nine components applied to analyze and value the company are as followed: Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partnership and Cost Structure. To determine the customer segments of Company A , the study digs into the details of the interview and analyze the data with brainstorming function; consequently, it figures out what are and how to satisfy customers’ real needs before the restaurant makes the service and product differentiation according to the value of the customers; to the end, it will reveal how the restaurant successfully delivers the value propositions to the customers to develop a market segmentation and creates a unique and creative business model. The study will provide Company A for suggestions to improve the business operation and could become a reference to others for how to start, manage and grow a vegetarian restaurant business with sustainable competitive advantage.