研究生: |
Silpchai Prasarnsuklarp Silpchai Prasarnsuklarp |
---|---|
論文名稱: |
A Case Study of International Marketing Strategy on Taiwanese Tea Chain Business A Case Study of International Marketing Strategy on Taiwanese Tea Chain Business |
指導教授: |
劉代洋
Day-Yang Liu |
口試委員: |
鄭仁偉
Jen-Wei Cheng 許馨方 Hsin-Fang Hsu |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理學院MBA School of Management International (MBA) |
論文出版年: | 2020 |
畢業學年度: | 108 |
語文別: | 英文 |
論文頁數: | 74 |
中文關鍵詞: | Marketing Strategy 、Chain Store 、Franchise 、Tea Industry 、Bubble Tea |
外文關鍵詞: | Marketing Strategy, Chain Store, Franchise, Tea Industry, Bubble Tea |
相關次數: | 點閱:272 下載:0 |
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As internationalization has become more crucial for Taiwanese teahouse entrepreneurs since the market saturation and drastic competition have been domestically emerged, the purpose of this research is to investigate how Taiwanese tea chain operators implement an international marketing strategy for their overseas operations and illustrate how they properly execute standardization and adaptation approaches.
Managerial decisions and business practices from Taiwanese food and beverage conglomerate La Kaffa International Company Limited are selected to present as a case study because the company has started an overseas expansion for its tea chain branded "Chatime" for over a decade and accomplished in operating stores across six continents in the world.
Based on the 4ps of the marketing mix theory, the study found that Chatime has effectively implemented marketing practices for both domestic and overseas markets in every dimension including product, price, place, and promotion, whereas bubble tea is reckoned a core product supporting behind the success of the brand.
As internationalization has become more crucial for Taiwanese teahouse entrepreneurs since the market saturation and drastic competition have been domestically emerged, the purpose of this research is to investigate how Taiwanese tea chain operators implement an international marketing strategy for their overseas operations and illustrate how they properly execute standardization and adaptation approaches.
Managerial decisions and business practices from Taiwanese food and beverage conglomerate La Kaffa International Company Limited are selected to present as a case study because the company has started an overseas expansion for its tea chain branded "Chatime" for over a decade and accomplished in operating stores across six continents in the world.
Based on the 4ps of the marketing mix theory, the study found that Chatime has effectively implemented marketing practices for both domestic and overseas markets in every dimension including product, price, place, and promotion, whereas bubble tea is reckoned a core product supporting behind the success of the brand.
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