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| Title: | 從品牌及顧客觀點看85度C在上海的發展
A case of 85°C bakery café in shanghai in the perspectives of branding and consumer recognition |
| Authors: | 陳世杰
Chen, Stephen |
| Contributors: | 吳文傑
Wu, Jack
陳世杰
Chen, Stephen |
| Keywords: | 85度C |
| Date: | 2009 |
| Issue Date: | 2010-06-15 16:24:59 (UTC+8) |
| Abstract: | 從品牌及顧客觀點看85度C在上海的發展
85°C Bakery Café’s successful story has been described as a miracle in Taiwan’s economy. “5 star quality at affordable price” is the slogan firstly revealed to the public in the industry and it is indeed attractive. In merely 5 years since the first store was established in July 2004, 85°C is now the largest coffee chain stores in Taiwan with 420 stores worldwide, covering Taiwan, Australia, China and USA. This case study is to research on its development in Taiwan and the expansion in China, which was considered the biggest opportunity and major source of profits of the company. The concept of “bakery café” is a convergence of coffee shop, bubble tea house and bakery for bread and cake. This business model does help eliminate unnecessary waste of materials and “fast-moving, short life-cycle” finished goods – mainly bread and cake; it minimizes the costs of materials and operations to realize profits.
After 2 years in China, 85°C made another successful story. As of the end of 2009, 85°C has nearly 90 stores in China, mostly in Shanghai area. Its first store in China was set up in Shanghai by November 2007; I happened to be relocated in Shanghai since then and had the chance to see how it grew in such a highly competitive market. This study also presents the results of the street surveys performed in October and November 2009, with an attempt to understand the reasons behind the success. Based on the demographic profiles of 68 participants from the streets and my observation, it is clear that “5 star quality at affordable price” and “originated from Taiwan that beat Starbucks” strategy works perfectly fine in Shanghai even though the analysis demonstrated that 85°C and Starbucks are actually in different market segments. However, 85°C does create a niche market of profitability through the convergence of café and bakery.
INTRODUCTION 1
The Story of a New Brand, the Founder and Chairman 1
The Company - 85°C Café and Bakery 2
The Organization 2
Development Team 3
5-star LuBianTan (or Road Side Stand) Strategy 3
Convergence – Merging café, bubble tea shop and bakery 3
Network Effect and Bandwagon Effect 4
Rapid Growth in Taiwan through Franchising 4 The Performance 5
Business Expansion to Australia, China, and USA 6
Pricing Strategy in Shanghai 7
85°C Bakery Café – Key Milestone and Development 9
COMPETITIVE ENVIRONMENT 10
China Market - Tourism and Catering Industry 10
Four Models for Taiwanese Invested Coffee Chain Stores in China 10
Competition – The Key Players in Shanghai 11
KOHIKAN/MANABE Coffee and UBC Coffee 12
C.straits Café 13
Y.N.C. Coffee and Dio Coffee 14
Starbucks Coffee and Costa Coffee 15
Wagas Cafes and The Coffee Bean & Tea Leaf 16
Delifrance, Element Fresh and illycaffè/espressamente illy 17
SWOT ANALYSIS AND RISK MANAGEMENT 19
Competitive Advantages 19
Risk Management 20
THE STUDY 21
SURVEY METHODOLOGY 22
LIMITATIONS 23
SURVEY RESULTS 24
Section I - Demographic Profiles 25
Section II - Consumer Habits 29
Section III - Brand Awareness/Recognition 32
Section IV - Word-of-Mouth Effects 37
Section V - Economic Impacts 39
CONCLUSION 40
APPENDIX 42
Appendix I - 85°C Menu in China 42
Appendix II - Market Survey Questions 46
BIBLIOGRAPHY 48 |
| Reference: | 1. 85°C Bakery Café Website: http://www.85cafe.com/
2. 85°C Bakery Café USA Website: http://www.85cafe.us/
3. Aaker, A. David (2001), Strategic Market Management, John Wiley & Sons, Inc.
4. Taiwan Chain Store Almanac 2009 by Taiwan Chain Stores and Franchise Association
5. The United Daily News 聯合報
6. The Economy Daily News 經濟日報
7. 丁丁網: http://www.ddmap.com/
8. 大眾點評網: http://www.dianping.com/ |
| Description: | 碩士
國立政治大學
國際經營管理碩士班(IMBA)
92933018
98 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0929330181 |
| Data Type: | thesis |
| Appears in Collections: | [International MBA] Theses
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