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| Title: | 咖啡豆烘焙工廠策略轉型關鍵因素 -以謝爸爸手工咖啡工作室為例
Strategic transformation for value-added coffee bean products companies -Case evidence from Mr. Hsieh coffee workshop |
| Authors: | 徐憶文
Hsu, I-Wen |
| Contributors: | 陳立民
Chen, Li-Ming
徐憶文
Hsu, I-Wen |
| Keywords: | 策略轉型
咖啡工作室
資源基礎理論
價值鏈升級
自然資源基礎理論
Nature-Resource Based View
Strategic transformation
Coffee workshop
Resource-Based Theory
Value Chain upgrading |
| Date: | 2023 |
| Issue Date: | 2023-08-02 13:34:41 (UTC+8) |
| Abstract: | 台灣咖啡市場蓬勃發展中，台灣消費者對於咖啡需求高，咖啡供給市場也同樣競爭激烈。
近幾年，以品牌為賣點的Flash Coffee進軍兩年後，便決定退出台灣市場、主打口味的精品手沖咖啡店崛起，卻難以擴大規模。
台灣咖啡市場不僅是品牌需要吸引人，口味也是決戰咖啡市場的重要點。
基於以上動機，本研究選定以口味技術為基礎的個案公司，透過資源基礎理論分析策略之架構，盤點企業資源與資源屬性，確認其策略轉型與綠色策略、需具備的競爭優
勢資源並透過價值鏈活動總結、給予個案公司升級資源與策略可行性之建議。
本研究發現，謝爸爸手工咖啡工作室若要成功轉型，其關鍵因素的價值鏈活動集中於企業基礎制度與研發技術活動，此兩項活動均擁有可行性高的策略活動，並包含較多長期競爭優勢資源；長期活動中也包含綠色策略與超越綠色策略，印證自然基礎假說下，企業投入資源於綠色與超越綠色策略，可提高公司績效外，也可幫助公司達到細分市場，創造競爭優勢。
The coffee market in Taiwan is booming, with high demand for coffee from Taiwanese consumers and fierce competition in the coffee supply market.
In recent years, Flash Coffee has decided to withdraw from the Taiwan market after two years of branding, and the rise of boutique pour over coffee shops that focus on taste has
made it difficult to expand the scale.
The Taiwan coffee market is not only about brand attraction, but also about taste, which is an important point in the battle for the coffee market.
Based on the above motivation, this study selected a case company based on taste technology,analyzed the strategy framework through the theoretical basis of resource base, inventoried
the resources and resource attributes of the company, and confirmed whether its transformation strategy and green strategy used resources with competitive advantage.
This study found that if Mr. Hsieh coffee workshop want to do successful for transformation,
The key factories are the value chain activities need to focus on firm infrastructure and technology development. Both of the activities include high successful opportunities strategy
activities and more advantage long-tern resource. It also includes green and beyond green strategies.
We also can find case evidence that company involve resource in Green and Beyond greening strategy can improve the performance for running the company.
Besides, it also can help Mr.Hsieh Workshop to do market segments and make competitive advantages. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363052 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110363052 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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