GROUP 1 (Bravo) Laney Jean Sammy Cindy Carrie
Outline • • • Laney- Introduce slogan, conclusion, PPT Jean- Introduce brand Sammy- Strengths & Weaknesses Cindy- Opportunities & Threats Carrie- Relative information & video
Slog an Sweeten your life
Introduction • 85℃ company is a recently rising star among the café chain stores in Taiwan. It’s an original brand from Taiwan, within 6 years it expands to 325 branch stores, in Taiwan, China, America and Australia.
Company Profile • • President : Wu Cheng Hsueh Capital : NT$ 90 million dollars Number of Employees : 2500 Number of Stores : 400
Original Conception High Quality Products + Affordable Prices
Products • • Coffee Tea Cake Traditional Pastry
Brand Promise & Company Vision • Offering the Best Quality products • International Recognized
SWOT
S tre ng th s • Delivery different from other cafe • Elegant store design : light decoration French window display
W e a ke ne s s e s • Franchise stores are growing too fast : such as “Ching-Shin(清心)” and “ 50 lan” • The quality of access is not easy to control : centralized distribution in central kitchen • Insufficient preference of brand : the main customers do not have fixed habit of brand slogan is unfamiliar with customers • Servers are not have good stuff : the train of franchisee too haste • The advertisement is little • The parking space is few
Successful strategy(4 P) Price ─ parity Place ─ prosperous spots Product ─ 1. premium coffee beans from Guatemala 2. delicate and various cakes & coffee 3. high quality 4. good service - 24 hours a day Promotion ─ 1. Premier Points Card 2. Order the products online 3. launch every kinds of acrivities
Opportunity Creativity Expanding oversea Set in the airport Cooperate with convenience store
Threat • Competition • Inconsistent of franchise • Fake brand
Conclusion • • High quality, low price Various product Expanding oversea 24 hours service
Relative Information • http: //www. youtube. com/watch? v=Hm. Y 1 v. I 98 W 2 M • AD edition A • http: //www. youtube. com/watch? v=Cl. Uq. Um 35 Fgs&feature=related • AD edition B • http: //www. ocweekly. com/2008 -11 -27/food/85 -degrees-c-bakery-cafe/ • BLOG • http: //www. youtube. com/watch? v=Snin. VB 5 SVw. A&feature=related • CTV report
Reference • • • SWOT商業周刊1141期：http: //www. businessweekly. com. tw/webarticle. php? id=37945&p=5 TVBS 新聞http: //www. tvbs. com. tw/news_list. asp? no=arieslu 20081206115159 上海新聞http: //big 5. eastday. com: 82/gate/big 5/sh. eastday. com/qtmt/20090124/u 1 a 529610. htm http: //www. 85 cafe. us/ http: //www. wretch. cc/blog/xxhark/3271324 http: //www. shs. edu. tw/works/essay/2006/10/2006102914394232. pdf http: //www. shs. edu. tw/works/essay/2007/10/2007103022120942. pdf http: //blog. yam. com/candy_yang/article/15081633
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