Title page for etd-0724115-115054


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URN etd-0724115-115054
Author Hung-yuan Wu
Author's Email Address No Public.
Statistics This thesis had been viewed 5362 times. Download 2963 times.
Department EMBA
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on Key Success Factors and Strategic Positioning of Capsule Coffee
Date of Defense 2015-06-05
Page Count 56
Keyword
  • case study
  • Capsule coffee
  • key success factor
  • strategic position
  • five force analysis
  • Abstract In the history of coffee drinks, the coffee industry already is widely favorite drinks in the world. The various patterns of coffee and related products innovation, competitive market. However, this emerging patterns of coffee sales, appeared a short time, especially in the promotion of the region is less popular, the market has not been more representative of the enterprise. Therefore, the main purpose of this study, namely in-depth understanding of the current situation capsule coffee industry, the coffee capsule market analysis of the patterns of existing competitors and business models, then further analyzed to cases companies Arissto of emerging business models, whether it is appropriate to enter the capsule coffee market, and how to operate in the market.
    This study adopted case study, which gathers first-hand information on the case of the company. This study use five forces analysis, strategic positioning and key success factors analysis tool, indeed to each case for depth business background, and then analyze the sales process of strategic positioning and critical success factors.
    The main findings of this study show that the current capsule coffee market of the future development of Taiwan's high, less competition, cases of enterprises to enter the market this time, you can seize the initiative. And analysis of the current market can be found in the existing competitors, emerging business models of enterprises to take the case to break the traditional passive attitude of passive marketing to distributors patterns initiative contact with consumers, this case a copy of the original enterprise water machine sales business model After analysis tool to verify the feasibility of the coffee market in the capsule is also high, and can reach a win-win situation for businesses and consumers.
    Advisory Committee
  • Hsien-tang Tsai - chair
  • Pei-How Huang - co-chair
  • Cher-Min Fong - advisor
  • Zhi-Hong Zeng - advisor
  • Files
  • etd-0724115-115054.pdf
  • Indicate in-campus at 1 year and off-campus access at 1 year.
    Date of Submission 2015-08-24

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