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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/149670

    Title: 甜點連鎖店的策略演變: 從實體店面到電子商務的轉型導航
    Strategic Evolution of Confectionery Chain: Navigating the Transition from Brick-and-Mortar to E-Commerce
    Authors: 北雁
    Elizaveta, Semenova
    Contributors: 徐愛恩
    Stephanie Tsui
    Semenova Elizaveta
    Keywords: 數位轉型
    digital transformation
    confectionary chain
    franchise development
    operational efficiency
    Date: 2024
    Issue Date: 2024-02-01 11:47:55 (UTC+8)
    Abstract: Vanlav,這家以“一心一意”為經營理念著稱的糖果連鎖店,自2019年由Bek及其兄弟創辦以來,在俄羅斯已經樹立了顯著的存在。Vanlav總部位於馬哈奇卡拉,截至2023年12月,已在俄羅斯8個主要城市擴展至16家門店,每月驚人的營業額達到55萬美元。這家連鎖店以其糖果和咖啡店獨特融合的體驗而聞名,現正處於關鍵時刻,即將在莫斯科開設新店並計劃國際擴張。



    Vanlav, the confectionery chain renowned for its ethos of "One Love," has marked a significant presence in Russia since its inception in 2019 by Bek and his brothers. Headquartered in Makhachkala, Vanlav has expanded to 16 stores across 8 major Russian cities by December 2023, boasting a remarkable monthly turnover of 550,000 US dollars. The chain, known for its unique blend of a confectionery and coffee shop experience, now stands at a pivotal juncture with the imminent launch of a Moscow store and plans for international expansion.

    In 2024, Vanlav embarks on a strategic evolution, focusing on digitalization and e-commerce. This initiative involves the development of a robust digital department and a state-of-the-art e-commerce platform, complete with a 24/7 delivery service. This transformation is expected to substantially boost Vanlav's business, with a key performance indicator (KPI) targeting an incremental increase in online orders by 5% monthly, starting from an average of 55,000 orders currently.

    The role of the author, as Vanlav's Product Marketing Manager and Business Developer Manager, has been pivotal in this transformation. The responsibility encompassed assembling a skilled team of developers and designers, and signing all strategic agreements to bring the e-commerce vision to life.

    The upcoming e-commerce platform is poised to become a significant competitive edge in the confectionery market, enhancing customer engagement and service delivery. This business plan will set forth the strategic initiatives for Vanlav's digital transition, detailing the developmental stages of the e-commerce platform and describing the operational model intended to catapult Vanlav into a new era of confectionery industry growth.
    Reference: 1. Statista. (n.d.). Food market in Russia - statistics & facts. Statista. Retrieved January 5, 2024, from https://www.statista.com/topics/7961/food-market-in-russia/#topicOverview

    2. Statista. (n.d.). Confectionery - Russia. Statista. Retrieved January 5, 2024, from https://www.statista.com/outlook/cmo/food/confectionery-snacks/confectionery/russia

    3. The World Bank. (n.d.). The World Bank in Russia. The World Bank. Retrieved January 5, 2024, from https://www.worldbank.org/en/country/russia

    4. Federal Tax Service of Russia. (n.d.). News. Federal Tax Service. Retrieved January 5, 2024, from https://www.nalog.gov.ru/rn77/news/tax_doc_news/11940977/

    5. Bloomberg. (2023, December 8). Russia November Inflation Hit Central Bank's Worst-Case Forecast. Bloomberg.com. Retrieved January 5, 2024, from https://www.bloomberg.com/news/articles/2023-12-08/russia-november-inflation-hit-central-bank-s-worst-case-forecast

    6. Kotler, P., Kartajaya, H. (2016). Marketing 4.0: Moving from Traditional to Digital.
    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110933041
    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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