Exploration on KSFs of Coffee Shop Chains in Taiwan : The Deployment in Malaysia
| Autor: | Lim Goay Huah, 林月華 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 In recent years, the development of coffee shop chain in Taiwan prospers rapidly, whether international branded or domestic brand. One after bring the mellow flavor of the coffee drift to every corner of Taiwan. Some domestic entrepreneurs even developed their own brand abroad. This study intends to gain deeper understanding on successful cases in Taiwan, i.e. 85℃, Starbucks, Barista, Dante, ecoffee, and Malaysia Old Town White Coffee. Based on Resource Base Theory, this study examines how the coffee shop chain maintains the competitive advantages and explores corresponding Key Success Factors. Interview the executives of case companies for further understanding about the brand's innovative marketing features and brand value. It is the hope contributing the research effort to the coffee chain market to have the unique innovation services to create competitive advantage when planning to develop or deploy in Malaysia. Recent study found that coffee chain trend indicates product innovation, cross-industry cooperation, the brand extension is an important marketing strategy. Another important finding for the future implication is customer-oriented, customer demand deeper into the consciousness, emotional and not just services, product quality. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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