摘要(英) |
With the economic development, urbanization and westernization, the life style of people in Taiwan has changed. Coffee sonsumtion has gradually become part of the life of Taiwan people. Due to the low entry barrier ofrunning a coffee shop, the competition in the coffee industry is very intense. Since its startup in 2004, 85℃ has opened a hundred shops per year. Within 6 years, 85℃ has opened 500 shops in Taiwan, Australia, America, and China. 85℃ has become a well-known brand name of a chain coffee shop in the greater China area.
85℃ listed its stock on Taiwan Stock Exchange on Novvember 22, 2010. The IPO price was set at NT$168, which is the champion of the tourism industry stock, comparable to those of high tech stocks. On the day of floating, 85℃ has caused a mania in the public. The stock price closed at NT$400. The price has remained in the range of NT$221-379. The high stock price performance of 85℃ showed that investors were quite confident in its profitability prospect. It is worthy to investigate the outstanding performance of 85℃.
The purpose of this study is to explore the business model 85℃ and its key successful factors. It adopts a case study method to investigate its business strategy and value creation. First, this study applies the five forces framework to identify opportunities and threats in the industry. Second, it uses the business model framework to examine the strengths and weaknesses of 85℃. Third, it utilizes the SWOT analysis to derive its business strategy. Finally, it uses the DCF model to analyze the strategic value of 85℃.
We find that the key successful factors for 85℃ are that it can capture the market opportunity and apply new business model to the mainland market, and that it has clear segmentation and customer service orientation. Base on the assumption that the cost structure remains the same, the stock price of 85℃ is determined by its growth rate of revenues. The major risks of 85℃ come from competitors imitation and low price competition in China.
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參考文獻 |
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網路參考資料:
1. 85度C網站:http://www.85cafe.com/
2. www.85cafe.com/html-c/content/investment/Presentation-ch20110215.pdf
3. 財政部關稅總局統計資料庫查詢系統
http://www.customs.gov.tw/StatisticWeb/News.aspx
4. 公開資訊觀測站http://mops.twse.com.tw/mops/web/index
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