| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 105 === With the development of social economy, the living standard of the people increases and the consumer lifestyle and their diet patterns gradually change along with it. Coffee has become an indispensable daily life drinks, and coffee shops have an important role to many people’s lives, making Taiwan’s coffee consumer market continue to grow. In recent years, many of the coffee chain stores were introduced into the market by the well-known enterprises with the strong advantage on their capital and operating management. In the other way, the independent and small coffee shop also increases rapidly. They use different strategies to attract consumers to buy their product and to draw customers to experience their unique store styles and non-standard way of operation. By this change, coffee itself and the service are not the only focus of these kinds of stores. The independent coffee shop owners are more concern whether the customers’ consumption process would give them a good experience and touch their lives in any ways. However, in this highly competitive environment, the survivals of the small independent coffee shops are a major challenge due to their small business scale, brand image, and limited resources. Therefore, how would the independent coffee shops operate and obtain competitive advantage in the coffee industry is definitely a very important topic for in-depth discussion.
In this study, we conducted a case study of "36 Coffee Scent Café" in Kaohsiung City. The study used qualitative research to conduct observation, interviews and recording of the case. The purpose of this study was to explore the business strategy of the "36 Coffee Scent Café", identify the challenges or problems they face, and propose solutions to the problems. The results of this study can be used as a reference for other independent coffee shop operators as their business direction and the competitive strategy in the future.
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