Gukeng Coffee Company: How to Expand into the High-End Coffee Market?
Strategy is a guiding principle of how to do business, winning competition, attracting and satisfying customers to achieve their goals. However, the choice and implementation of strategies often requires a series of decisions under market information asymmetry and uncertain industrial competition. Using the case of expanding into the high-end coffee market which faced by the founders of Yunlin Gukeng Coffee Enterprise, this study explored how to construct a new product business model and development strategy through the business model canvas and the three core elements of the strategy. This case study also examined how this value co-creating model, which is focused on the three sides of coffee farmer, consumer and enterprise, was able to achieve the goal of promoting Taiwan’s good coffee. Through the discussion of this case, students can learn: 1) to apply business model canvas to identify the current operating status; 2) to understand the steps of strategic diagnosis, select guidelines, and develop action plans; 3) to become more thoughtfully on conceiving the operating model of its new products through business model canvas analysis, and is able to dynamic adjustment timely in response to changes in resource conditions.