The role technology application in creating competitive advantage - The case of the Coffee House
Abstract
There have seen that the industry of coffee chain is developed with severe competition, fluctuations, and new challenges. In addition, coffee sales in Vietnam still remained the leading group in the Asian but the downward trend in recent years shows that Vietnam's coffee shop is gradually saturated because of variety of many brand appearing.
Founded in 2015, The Coffee House seem one of the well-known coffee brand in Vietnam that own the sustainable development and the obvious growth in recent year. In contrast, The Coffee House also face significant challenges that its competitor are attempting to expand their business to attract customer and develop entire business. Hence, applying the technology to promote management and production has become as one of the key factor for business competiveness and creating for its own competitive advantages. Although The Coffee House is not holding the market leader position in this coffee industry, however, this brand in recent time develop and grow quite fast in the short time. With the objective that establish 200 hundred stores in 5 years and increase customer satisfaction that bring Coffee House in challenge and opportunities. Therefore, the purpose of this research is to examine the impact of technology application in business operation towards service and marketing management strategy.
The coffee house expand its own business, enhance management effectiveness to service quality and utilize the advance of digitalized transformation toward its service process management and communication. With four attribute of industry 4.0, including interoperability, information transparency, technical assistance, Decentralized decision making, technology have exerted the large influence on The Coffee House service environment characteristic
Key words: technology, management, coffee chain, growth strategy, customer experience, service quality, 7P marketing mix.