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研究生:高千惠
研究生(外文):Kao, Chien Hui
論文名稱:統一星巴克與CityCafé各擅勝場搶攻咖啡市場
論文名稱(外文):Uni-president seizes brewed coffee market with Starbucks and City Café
指導教授:吳文傑吳文傑引用關係
指導教授(外文):Wu, Jack
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理碩士班(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:97
語文別:英文
論文頁數:29
中文關鍵詞:咖啡市場
外文關鍵詞:coffee market
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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
ABSTRACTS 2
INTRODUCTION 1
Coffee in Taiwan 1
Consumption 2
COMPETITIVE ENVIRONMENT 3
85oC – the Disruptive Innovator 6
McCafe – Meeting good café at McDonald’s 7
UNI-PRESIDENT’ ROAD MAP TO COFFEE MARKET 8
Starbucks in Taiwan 8
CITY CAFÉ 10
The Decision to Release City Café 10
Business Model 11
Performance 12
THE STUDY 13
SURVEY METHODOLOGY 14
TASTE TEST METHODOLOGY 15
SURVEY RESULTS 16
CONCLUSION AND SUGGESTIONS 20
LIMITATIONS 23
APPENDIX – SURVEY RESULTS 23
BIBLIOGRAPHY 29
"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
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