Blue Ocean Strategy Approach and Canvas Business Model for New Technology: Case Study of a Spouted Bed Coffee Roaster System

Abstract

National coffee industry has grown significantly as national coffee consumption has increased. Due to the intense competition in the coffee industry, business players are competing to develop new products or innovations to attract customers through high-quality coffee products. The step of coffee bean roasting is one of the essential factors in producing high-quality coffee products. The rotating cylinder roaster and the fluidized bed roaster are the two main types of coffee bean roasting machines. Most coffee roasters use the rotating cylinder method. A variation on the fluidized bed is known as the spouted bed. The hot air spout pushes the coffee upward and starts to fall to the side. Implementing the Blue Ocean strategy allows for technological innovations in the spouted bed roaster model to create differentiation and new alternatives in the roasted coffee market. The canvas business model approach used in the roasted coffee business benefits by increasing profits and business field competitiveness. Nine blocks are used on the canvas business model to create the roasted coffee business design. Customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure are among the building blocks.