This study paper not only to do the comparison study of competition strategy analysis , also cover the other two dimensions¡¦s comparison of entrepreneurship
and innovation strategy analysis. Through these three dimensions analysis to do
the case study of Starbucks, and further to do comparison between two selected restaurant , 85 C & Cha for tea with the Starbucks (1992, before IPO) then try to concluded to future tea restaurant model.
The production of Taiwan tea leaf industry, drop from per year 4 thousand tons to
Around 2 thousand tons, but actually the total industry sales value still keep same
level as the peak year, the major reason is cause by the growth from three market segment ,First segment , the tradition tea shop ,sale more then 4 thousand tons tea leaf ,mainly Oolong tea & Green tea ,total sales amount around 11 Bio NTD .
Second segment, the ready-to- drink ,tea drink beverage industry ,consume more
then 6 thousand tons tea leaf, total end product sales amount over 15 Bio NTD,
Third segment , tea house + tea stand and tea restaurant ,consume around 7 thousand tons tea leaf,total end product sales amount around 18 Bio NTD.
Base on above three segment , we can see tea house + tea stands and the tea restaurant are the major growing segment for the whole tea industry, also if we counts in the total involve labors ,still this segment share the biggest contribution.
Then we foresee as long the innovation growth from this segment will in final contribute to Taiwan tea industry.
This paper then focus on the future dream model of tea restaurant , while review the history of Stuarbucks & Taiwan tea restaurant ,It is very interesting to found that both starting from early 1970, till 1992, come out to be huge difference, Starbucks start its IPO in 1992 then continuous to do the internationalize extension, and become a worldwide leading specialty coffee house and famous brand . In the mean time , Taiwan tea restaurant ,diversity growth in Taiwan inland and east Asian, there been a lot success medium & small chain store , without a realy internationalize teaestaurant.
I select Starbucks in 1971- 1992 before IPO period as target benchmark to do the case study, after screening the local tea restaurant and chain store , found that the 85 C coffee house and Cha for tea Tea restaurant was the best candidates to be a dream module as the comparison study.
Case study ,start from background introduction of Taiwan tea house+tea stands and tea restaurant's history.
Second part, Collect the theory and analysis model for success strategy and innovation strategy.
Third part, outline Starbucks success model, utilized the external market environment and internal value chain and plus entrepreneurships & innovation strategy to outline the success of Starbucks .
The final part is to do the details comparison between 85 C coffee house and Cha for tea Tea restaurant with Starbucks ,Then concluded to the future dream model of tea restaurants.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0726107-184710 |
| Date | 26 July 2007 |
| Creators | Yang, Jui-yuan |
| Contributors | Chin-Tarn Lee, Kuang S. Yeh, Pei-How Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0726107-184710 |
| Rights | not_available, Copyright information available at source archive |
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