森高砂為精品咖啡品牌，主要專注於打造臺灣種植生產的咖啡成為精品咖啡。隨著近年來臺灣咖啡消耗量的不斷增加，精品等級的咖啡也開始受到消費者的矚目，加以臺灣本地生產的咖啡品質優良風味佳，故具有成為精品咖啡的條件。所以森高砂自臺灣的咖啡市場之中，看到臺灣本土咖啡成為精品咖啡的商機，並透過一連串的行銷活動，來建立起森高砂的品牌於消費者的心中是屬於臺灣本地生產之精品咖啡的提供者。本個案介紹森高砂如何透過行銷活動來打造其品牌，而精品咖啡可歸類於差異化的利基型產品，所以森高砂從產品、通路、價格以及推廣等行銷活動的各面向均需要能夠達到差異化的效果。從個案內容可以帶領學生思考森高砂之新創品牌，在打造品牌的過程當中，有哪些部分是屬於作的不錯的應該繼續維持的，而有哪些部分的行銷活動是沒作到或是需要再強化的部分，並帶出可運用顧客關係管理的原則，透過現代的科技工具於網路上來進行行銷，以使品牌曝光的效益加大。

San Formosan is one of the specialty coffee brand in Taiwan, they are focus on making locally grown coffee to be specialty coffee. As the coffee consumption quantity is increasing in Taiwan recently years, the specialty coffee is also being get attention by consumers. Taiwan locally grown coffee are high quality and good tasting, it is fit the criteria to be specialty coffee. San Formosan found there is a business chance to enter market, so they start to build ＂San Formosan＂ brand to be the Taiwan locally grown specialty coffee provider. This case introduce how San Formosan built its brand through many marketing activities. As specialty coffee is belong niche products, so when San Formosan build their brand, they have to consider how to make differentiation in every marketing dimensions. This case provide the direction of thinking for students to know when a new brand such as San Formosan want to enter market, which activities are doing good, and which activities are not good enough and will need to change. And San Formosan should follow the principle of customer relationship management concepts, which means they are able to maintain customers by using new technology tool also with enhancing the brand exposure rate to potential customers.