Black Canyon Coffee

Assessment of “Black Canyon Coffee”



Assessment of “Black Canyon Coffee”

Overall Industry Structure and Attractiveness

Black Canyon Coffee started operations in the year 1993 and has been successfully established itself as the largest chain of coffee shops in Thailand by 2002. Black Canyon Coffee was established by a group of people who had almost nil information on coffee, its making, and its serving and as to how customers should be dealt with. The only information they had was that of the potential demand of coffee in Thailand. The founders of Black Canyon Coffee spent 2 years to gather sufficient knowledge and gain excellent grip over the concept of doing business with coffee as the major product. All this time, these people gathered useful information about the industry structures as well as the culture and possible attractiveness of the general public towards coffee. The following paragraphs enlighten the concept of the knowledge collected by these people in ensuring the successful establishment of Black Canyon Coffee as a renowned chain of coffee shops in Thailand.

The overall industry structure was very positive towards the consumption of beverages in Thailand. Tea had been a popular hot beverage and had a good consumption in Thailand. However, in comparison, coffee was more widely being consumed in the western world. The extremely low consumption of coffee was something that was identified by the founders of Black Canyon Coffee. The establishment of Black Canyon Coffee as a successful chain of coffee shops was made possible due to the fact that coffee was not a widely consumed brand in Thailand. Moreover, the existence of Nescafe as the only brand of coffee made things easier. Black Canyon Coffee established itself as a renowned chain of shops as it had much more to offer and because the people of Thailand found more varieties and options in coffee consumption. This was one of the greatest benefits that Black Canyon Coffee had, which made it possible to establish business in Thailand. Similarly, the entry of other large companies that dealt in various food items also found substantial demand for coffee in Thailand. The demand of coffee in Thailand was increasing at a very high rate and Black Canyon Coffee was keen to grab this opportunity.

The paragraph above focuses on the industry structure that made it possible for Black Canyon Coffee to successfully establish its operations in Thailand as the leading chain for coffee shops. However, the increasing demand of coffee in Thailand was not the only reason behind the success of Black Canyon Coffee. The well thought and creative ideas that wrapped the Black Canyon Coffee's products as well as the shop theme played immensely important role in making the success of Black Canyon Coffee possible. The fact that the concept of cowboys and the old western movies idea really attracts the people of Thailand was made the basis of attracting customer. The founders of Black Canyon Coffee identified that the people of Thailand liked the old western movies playing the cowboys and Indians ...