Beanz Versus Starbucks: Personality in a Cup!
商品編號：9B12M051
出版日期：2012/05/15
再版日期：2012/05/14
商品來源：
商品主題：Entrepreneurship; General Management/Strategy; Organizational Behaviour/Leadership
商品類型：Case (Field)
涵蓋議題：Business Valuation;Growth Strategy;Exit Strategy;Environmental Analysis;Service Industry;Small Business;Coffee;Canada
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：Canada
產業：Accommodation & Food Services
事件年度：2012
Beanz Espresso Bar is located in downtown Charlottetown, Prince Edward Island, Canada. It is operating in a market with high rivalry (11 other coffee businesses in a two-block radius). The economy in Prince Edward Island has seen several diners, restaurants, and coffee shops close their doors within the past few years, while simultaneously drawing in large corporate businesses such as Starbucks and Running Room. Beanz has thus far survived the major environmental changes and managed to keep its clientele and the owners, Lori and Doug, feel it is time to either sell Beanz and leave the industry, or exploit their competitive advantages to grow and capture more market share. Beanz specializes in high-quality, baked-from-scratch food and specialty coffee beverages. The cafe is known for its artistic vibe, warm atmosphere, and eccentric staff. After operating Beanz for 16 years, the couple has made few changes to the decor, menu, the set-up. Internally, the company faces several issues concerning management control systems, marketing, and strategic direction. Lori and Doug must choose between five different directions for the future of Beanz.
教學手冊：Beanz Versus Starbucks: Personality in a Cup! - Teaching Note
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