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'Wake Up and Smell the Coffee' - Case Study of E-Business 'The Coffee Exchange Company'
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'Wake Up and Smell the Coffee' CASE STUDY E-Business Ms. Lorna Walker Simone Harris 06/10/04 1. Describe the e-business strategy of the Coffee Exchange Company. Coffee Exchange decided to enter unfamiliar territory by expanding the company through the Internet. In an already saturated coffee roasters market dominated by a handful of companies, an e-business strategy gave Coffee Exchange the comparative advantage needed to differentiate them from the relatively homogenous competition. Caffeine Rush, the sister operation, was started to expand the business through the franchising of mobile coffee-making units. These units are promoted through the company's online website where prospective franchisees can view the mobile units and learn more about the company. Extensive online information enables these people to be '60% down the line before they talk to' the company directly. This not only keeps staff costs down but enables the company to keep information up to date meaning that they only attract interested franchisees that are beyond...
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