Comparing the Business Models of the Two Branch Stores of the Journey Kaffe： A Perspective of Business Model Canvas

Autor: Pan, Pin-Jie, 潘品潔
Rok vydání: 2015
Druh dokumentu: 學位論文 ; thesis
Popis: 103
The Journey Kaffe, located near the business circle area of the MRT Xihu Station, Neihu District, were established since 2010. Its value proposition, the third place with high V/P ratio, has built the specific reputations and corporate images. In 2005, the Yangguang Branch of the Journey Kaffe opened under high expectations and was located in the Neihu Technological District. The value proposition of the branch opened “experiment kitchen and customers experience by themselves”, try to create a process that clients can make their own cuisine by themselves, such as designing their favorite menus, cooking and sharing experience with others. The customers would enjoy the achievement and pleasure while they tasted their own dishes. This research took the two branch stores of Journey Kaffe as the case study units, and used Business Model Canvas to analyze the business models of the two branches - Xuhui and Yangguang. We conducted a qualitative research through literature review, case study research and in-depth interview. The research reveals the following results: 1.The Yangguang Branch of the Journey Kaffe owned all the elements of the Xuhui Branch except the item of “Close to MRT” of “Key Resources”. Besides, the Yangguang Branch has added many items to 9 elements of Business Model Canvas, especially in the value proposition of “Enjoy & Share the Experiences of Handmade Dishes.” 2.This study describes the Business Models Canvas of the whole the Journey Kaffe. The main value propositions of the Journey Kaffe are “Creating Social Business”, “The Third Place of High V/P Ratio”, and “Enjoy & Share the Experiences of Handmade Dishes.” Depending on the details of this Business Models Canvas, the Journey Kaffe can take it as a strategic planning to extend other branches in the future. 3.We also suggest a specific Business Model Canvas to help Journey Kaffe to design their strategy of talented person recruiting.
Databáze: Networked Digital Library of Theses & Dissertations
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