Purpose: In the rapidly growing domestic coffee market centered on coffee shops, the growth of global coffee brands such as Starbucks overwhelms domestic brands. In order for domestic coffee shops to recover, it is necessary to a nalyze t he c auses of the f ailure o f existing strategies a nd b enchmark strategies of successful coffee shops and other industries. Research design, data, and methodology: In this study, the success factors of coffee shops were summarized from the viewpoint of competitive advantage strategy through various literature reviews and case studies, and then five factors of Caffe Bene’s decline were analyzed by substituting them into Caffe Bene. Previous studies have mainly focused on the success factors of Caffe Bene. However, this study focused on the analysis of the factors of Caffe Bene’s decline, and benchmarked, compared and analyzed cases from other industries. Results: In t his case s tudy, the f actors o f Caf fe Bene’s decline were classified into five major categories. First, unclear positioning strategy. Second, unreasonable unrelated business diversification. Third, failure to select and focus on menus. Fourth, failure to manage brands and affiliates. And fifth, lack of Creating Shared Value. Implications: This s tudy p resented s pecific s trategies f or t he s uccess of the coffee shop business, and could have many implications for the restaurant industry. Using Caffe Bene as a mirror, if domestic coffee shops set a strategic direction suitable for the current era, it is expected that domestic coffee shops will be able to regain its former glory.
Lee et al. (Wed,) studied this question.