Differentiation Utilizing IT Implementations

Section Three

Team Number Seven

Group Members: Bobby Koke Caroline Jansen Karina Tovar Parima Patel Steve Hall

The Broadway Café is a local coffee shop that we just inherited from our grandpa that services the downtown East Lansing, Michigan area. It used to be a local hot spot for many years, but lately is very lackluster. We decided to implement a new IT system that will enhance our operations and hopefully increase business at the Broadway Café. This all starts with defining a new business strategy for our company that will help us succeed in a competitive market. Looking over the different options of strategies we could use for our business, we feel that the differentiation strategy will fit most with our business model. With all of the existing coffee shops, our Broadway Café has to standout in order to survive in this competitive industry. Our differentiation strategy calls for the development of a product or service that offers unique attributes that customers value and find different than other coffee shops. We will implement our differentiation strategy through the following steps. E-business will play a large role in our new differentiation business strategy. With our new Broadway Café website, our customers can enjoy one stop shopping and find their favorite Broadway Café items from the convenience of their homes. An addition to the retail aspect of our website, our customers will be able to leave important feedback and make suggestions that will improve our business. Our business is currently operating under a brick and mortar scheme. The addition of our e-business will now make us a click and mortar business, which we believe will increase our overall revenues and make the Broadway Café more up-to-date and competitive with other coffee shop chains. Next, our biometric security system will let the