The Lavender Cottage Group sets up an outdoor wedding ceremony park in Dakeng Taichung, named “Moncoeur”, via the strategic alliance with Vedan Group in the year of 2009. Huge numbers of customers come as crowds into the park. Increasing numbers of wedding ceremonies are also held in the center. It shows that Moncoeur has launched and caught a new riche market successfully. Beyond the initial success, the chief officer of Moncoeur starts to consider some critical decision-making issues. For example, Do they need to modify the original business model? Does the Moncoeur possess a too similar positioning with the Lavender Cottage Group? And how can they solve the overwhelming numbers of customers in wedding center park on holidays?