GROUP 1 (Bravo)

LaneyJean

SammyCindyCarrie

Outline

• Laney- Introduce slogan, conclusion, PPT

• Jean- Introduce brand• Sammy- Strengths & Weaknesses• Cindy- Opportunities & Threats• Carrie- Relative information & video

Slogan

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

Strengths

• Delivery different from other cafe • Elegant store design : light decoration French window display

Weakenesses• Franchise stores are growing too fast :

such as “Ching-Shin(清心 )” and “50lan”• 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(4P) 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

CreativityExpanding overseaSet 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=HmY1vI98W2M• AD edition A

• http://www.youtube.com/watch?v=ClUqUm35Fgs&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=SninVB5SVwA&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/news_list.asp?no=arieslu20081206115159• 上海新聞 http://big5.eastday.com:82/gate/big5/sh.eastday.com/qtmt/20090124/u1a529610.htm• http://www.85cafe.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