| Summary: | 碩士 === 真理大學 === 企業管理學系碩士班 === 107 === The booming of coffee market and the emergence of coffee lovers have facilitate the development of the coffee market. This study first introduces the evolution of the coffee market. Followed explores the St. Mark’s coffee shop through business strategy and current situation analysis to understand the current business situation of the coffee industry. It also explores the key success factors of a sustainable operating coffee shop. Finally, the research will make recommendations on the Business strategy of specialty coffee, and provide insights on the future direction of specialty coffee. The research hoping to help those who are willing to develop coffee businesses to achieve better development.
From the business model of St. Mark’s, through key success factor analysis and SWOT analysis, the research Point out where St. Mark's coffee is better than other competitors, and the common problems faced by other specialty coffee shops. This includes the fact that the coffee shop owner has multiple Specialty Coffee Association licenses, and the advantages of joint procurement to reduce operation costs. In the shortcomings, most of the specialty coffee shops have the shortage of human resources to do enough marketing, this results difficulty to establish brand image. At the same time, most specialty coffee shops have introduced advanced imported coffee equipment but not able to apply it. It is the era of experience economy; therefore, the specialty coffee shops can apply coffee equipment to promote experience marketing and to expand store image and brand awareness. It is not only can approach more consumers, but also communicate more coffee lovers with coffee knowledge.
The coffee wave has moved towards the stage of experiencing specialty coffee. The specialty coffee shops should be consumer oriented, paying attention to the needs of consumers and the recognition of specialty coffee by consumers. At the same time, in response to the advent of the experiencing economic era and to pay attention to experience marketing, the development of specialty coffee is no longer just a simple tasting. Specialty coffee is no longer just a simple tasting, but a taste of the culture and characteristics of coffee, understanding the origin and unique taste of coffee, understanding the different coffee beans processing, trying the best tasting methods, and sharing expertise knowledge. Leading consumer to experience the charm of specialty coffee.
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