本文個案公司-路易莎咖啡，以橘色女神的招牌成為台灣街景的一部份。依據國際咖啡組織（ICO）的統計數據顯示，2021年全年台灣人總共飲用約28.5億杯咖啡，平均每人每年大約喝122杯。在激烈的競爭市場中，一杯咖啡隱藏多少的商機與挑戰？路易莎咖啡以自有的烘焙廠、烘豆廠、餐食廠、麵包廠，經過加工製作成成品及半成品，再由各門市簡單的加工製作給消費者，以「精品平價咖啡」出擊攻戰市場。2019年國際疫情的爆發，路易莎咖啡仍然遍地擴店，並於2021年9月，路易莎(2758)掛牌上市，登錄興櫃時，已有527間門市，成為台灣分店數最多的連鎖咖啡品牌。
現在，隨著消費者生活節奏加快，對咖啡的需求頻率增加，高性價比、標準化、便利性、飲料化趨勢，品牌也開始朝向更多角化的發展方向。路易莎一直秉持著經營在地咖啡文化的核心價值，並積極地深入社區和校園進行創新與推廣。2022年利用百萬黑卡會員推出新的商業模式，成功在競爭市場中突圍而出。
本論文採用哈佛個案的方式，藉由個案公司讓學習者了解路易莎咖啡如何精準戰略定位，有效供應鍊整合與產品差異化，並具特色與效率的全球化擴張。此研究透過商業模式、多角化經營、BCG矩陣分析、全球化策略，四項經營管理議題分析企業找到獨特競爭優勢，永續經營。

The case company in this article - Luisa Coffee, has become a part of Taiwan's
streetscape with the signboard of the Orange Goddess. According to statistics from the International Coffee Organization (ICO), Taiwanese will drink about 2.85 billion cups of coffee in 2021, with an average of about 122 cups per person per year. In the fiercely competitive market, how many business opportunities and challenges are hidden in a cup of coffee? Louisa Coffee uses its own roasting factory, bean roasting factory, catering factory, and bakery factory to process and produce finished and semi-finished products, and then simply process and produce them for consumers in various stores, attacking with "high-quality and affordable coffee" market. With the outbreak of the international epidemic in 2019, Louisa Coffee is still expanding its stores everywhere. In September 2021, Louisa (2758) was listed on the market. When it was listed, it had 527 stores, becoming the chain coffee brand with the largest number of branches in TaiwanNow, as the pace of life of consumers accelerates, the frequency of demand for coffee increases, and the trend of high cost performance, standardization, convenience, and beverages, brands are also beginning to develop in a more angular direction. Luisa has always been adhering to the core value of operating local coffee culture, and actively goes deep into the community and campus for innovation and promotion. In 2022, a new business model will be launched with the use of millions of black card members, successfully breaking through the competitive market.This paper adopts the method of Harvard case, and through the case company, let the learners understand how Luisa Coffee has precise strategic positioning, effective supply chain integration and product differentiation, and international expansion with characteristics and efficiency. This study analyzes the four business management issues of business model, diversification, BCG matrix analysis, and Globalization strategyto find unique competitive advantages and achieve sustainable operation.
Keywords: Louisa Coffee,Business Model, Diversified Management, BCG Matrix，Analysis, Globalization Strategy。

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路易莎創辦人：學3、4年的咖啡 這輩子唯一後悔的就是開店那天... - YouTube
從5坪小店起家！兩大關鍵，路易莎咖啡用「平價飲品」衝出16億元年營收|經理人 (managertoday.com.tw)
東南亞爆紅Flash Coffee來台咖啡皮、電商骨的「瑞幸模式」你買單嗎？｜天下雜誌 (cw.com.tw)
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