For different sales types, as long as there is the ability to fulfill the benefit demand of consumers, there will be a business
opportunity. 7-11 City Café is the classic example, which offers freshly-brewed hot coffee even at the convenient
24-hour distribution channel to successfully enter the coffee market. 7-11 convenience stores possess a robust
distribution channel, and their locations in Taiwan are close to saturation. With the introduction of brewed-to-order hot
coffee, utilizing its advantageous distribution, and promoting City Café with campaigns like discounts on second cups
and reward points have had severe impacts on the coffee market. This research will compare it with other chain coffee
shops. The chain coffee shops also have advantageous distribution channels. Wang (2003) defined chains as “two stores
or more possessing sales locations with identical corporate identity systems (CIS) and product structures, which are
business units with management technology provided by a single headquarter.” The budget chain coffee stores also have
wide distribution networks with numerous locations, which also affects coffee sales. Budget coffee shops are coffee
shops that are mainly driven by budget price and supplemented with a neat beverage style and elegant cakes, creating a
clean and bright environment.
This study, through the related research listed above, referenced the price structure organized by Lin (1999), Chin (2003),
and Chen (2007) and drafted out a price range for medium-sized budget coffee for this study. American style coffees are
mostly in the range of NT$35 to NT$45, lattes are around NT$40 to NT$50, and cappuccinos are around NT$40 to
NT$50.
For different sales types, as long as there is the ability to fulfill the benefit demand of consumers, there will be a businessopportunity. 7-11 City Café is the classic example, which offers freshly-brewed hot coffee even at the convenient24-hour distribution channel to successfully enter the coffee market. 7-11 convenience stores possess a robustdistribution channel, and their locations in Taiwan are close to saturation. With the introduction of brewed-to-order hotcoffee, utilizing its advantageous distribution, and promoting City Café with campaigns like discounts on second cupsand reward points have had severe impacts on the coffee market. This research will compare it with other chain coffeeshops. The chain coffee shops also have advantageous distribution channels. Wang (2003) defined chains as “two storesor more possessing sales locations with identical corporate identity systems (CIS) and product structures, which arebusiness units with management technology provided by a single headquarter.” The budget chain coffee stores also havewide distribution networks with numerous locations, which also affects coffee sales. Budget coffee shops are coffeeshops that are mainly driven by budget price and supplemented with a neat beverage style and elegant cakes, creating aclean and bright environment.This study, through the related research listed above, referenced the price structure organized by Lin (1999), Chin (2003),and Chen (2007) and drafted out a price range for medium-sized budget coffee for this study. American style coffees aremostly in the range of NT$35 to NT$45, lattes are around NT$40 to NT$50, and cappuccinos are around NT$40 toNT$50.
การแปล กรุณารอสักครู่..