政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/31327

政大機構典藏 > 商學院 > 國際經營管理英語碩士學程IMBA > 學位論文 > Item 140.119/31327

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Title:	統一星巴克與City Café 各擅勝場搶攻咖啡市場 Uni-president seizes brewed coffee market with Starbucks and City Café
Authors:	高千惠 Kao, Chien Hui
Contributors:	吳文傑 Wu, Jack 高千惠 Kao, Chien Hui
Keywords:	咖啡市場 coffee market
Date:	2008
Issue Date:	2009-09-14 09:48:18 (UTC+8)
Abstract:	統一星巴克與City Café 各擅勝場搶攻咖啡市場 The current study examines consumption habit for coffee users in Taipei and effects of branding on the consumption preference and the possible cannibalization effect of City Café on Starbucks. Through a study consisting of surveys of 108 Taiwanese citizens and a taste test involving 20 students, the following conclusions are made. 1) The findings show 55% of the Taiwanese population drinks coffee on a daily basis and concluded that selling more City Café could increase store revenue by bringing more customers into 7-Eleven stores. 2) The product awareness of City Cafe is gaining quickly with in-store advertising only and without much traditional advertisements; it is enough to have attracted daily drinkers at a rapid rate. 3) Starbucks customers and City Café customers differ in terms of feelings about importance of brand and willingness to pay more for coffee. City Café would not cannibalize Unipresident operated Starbucks walking customer sales if the stores were placed 4 blocks apart. 4) The “blind” and “open” taste tests show people are heavily influenced by brand in their determination of taste. The favorable response in our “blind” taste test compared to the “open” taste test led to the conclusion that a properly managed brand building campaign could increase sales significantly. In the study’s final section, I suggest ways of communicating brand awareness and quality reputation to the customer without infringing on Starbucks market niche. Unipresident seizes Brewed Coffee Market with Starbucks and City Café By Chien-Hui Kao
Reference:	"Starbucks to double its Taiwan coffee shops to 350 in 5 years” Deutsche Presse-Agentur Aug 27, 2006 http://news.monstersandcritics.com/business/article_1195091.php/Starbucks_to_double_its_Taiwan_coffee_shops_to_350_in_5_years “Taiwanese buying into new coffee lifestyle” by Allen Hsu Taiwan Journal on April 7, 2006 http://www.taiwan.com.au/Soccul/Recreation/Trends/2006/0407.html Unipresident Press Release on topic of City Coffee Taiwan Coffee Association Annual Report 2006 www.taiwancoffee.org “Starbucks Principals” by Scott Bredbury http://www.ciadvertising.org/sa/spring_04/adv382j/eliz126/ScottBedbury/NewFiles/starbucksprinciples.html Cafédirect website http://www.cafedirect.co.uk/fairtrade/coffee_market.php “Implanting a Taiwanese coffee culture” by Yu Sen-lun Taipei Times; April 11th, 2004 http://www.taipeitimes.com/News/feat/archives/2004/04/11/2003136279 “Taiwan-grown coffee finds loyal following” by Owen Chu http://publish.gio.gov.tw/FCJ/past/04100881.html Taiwan Coffee Website http://www.twcoffee.com.tw/twcafe.htm "The McKinsey Quarterly: Fighting cannibalization” by Ari Buchalter and Humam Sakhnini http://www.mckinseyquarterly.com/article_abstract.aspx?ar=1718 “Global Brands without Ads? Starbucks in Taipei: Insights on High Level Customer Satisfaction” by En-Ying Lin, Marilyn Roberts
Description:	碩士國立政治大學國際經營管理碩士班(IMBA) 94933004 97
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0094933004
Data Type:	thesis
Appears in Collections:	[國際經營管理英語碩士學程IMBA] 學位論文

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