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The widely-established universities have devalued people’s educational attainment. College students are everywhere, and their starting salaries are still very low, which creates a new term called “22K”. Most graduates long for working in the technology industry. Working under the environment with such high pressure, many people still want to pursue their dream of creating their own business. They can do something they’re interested in and earn money at the same time, combining the work and their interest. Therefore, issues which are related to innovation and entrepreneurship have attracted a lot of people. They want to create their own business but fear for failure. How do innovation, entrepreneurship, and differentiation work to achieve successful business? Statistically, operating a café is most people’s first choice, but it is also an industry that can easily bring people to failure. How to make the red ocean of coffee industry become a blue ocean one? How to become the next Starbucks, Louisa Coffee, or Cama Café? The study aims at how we can find another way for the development of coffee industry according to their core value.
The essence of Starbucks is to become the third place “after home and company”. When it comes to coffee, Starbucks will be there. The successful core spirit brings it a decent result of chain coffee industry. He, Bing-Lin, the founder of Cama Café, proposes its core spirit: one good cup of coffee comes from you choice for green coffee beans. Procurement, roast, and grind are all essential to brew a cup of coffee. Each detail are connected, and none can be ignored. The spirit valued by Cama Café is high quality coffee and simply enjoying a good cup of coffee. Facing strong surrounding competitors, Huang, Ming-Xian, the managing director of Louisa Coffee, chooses to invest more and establish central factory in order to maintain the quality of each branch. He quickly expands his stores, and conducts the strategy of blossoming to boost the sales volume and reduce costs by increasing purchase and economies of scale. Such method can provide more diverse meals, increase single unit, and offer more services for customers.
Some of these chain café are merely established in recent years. We can find that they do not succeed by simply providing coffee to customers, but having more value-added. Nowadays, Café cannot provide coffee alone, but more services as well. Yet, complicating the cost and operation of café in order to provide more services is not allowed. Discovering the core value of your own café is the key. Such value can provide value-added to customers and solve problems for them. Only then can a new blue ocean emerge from the red ocean.
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