2 Morecup Coffee SWOT

Morecup Coffee 1 Morecup Coffee 487703089 487703039 487703302 487703314 487703493

2 Morecup Coffee 1 1 2 3 4 7 9 11 11 11 11 12 13 13 15 17 18 18 18 19 19 20 21 23 28 29 SWOT

Morecup Coffee 3 30 31 31 Morecup Coffee 33 33 35 36 37 41 Morecup Coffee Physical equitment 44 47 52 Product 56 57 57 60 Processes 62 Price 63 66 Place 67 67 Promotion 69 83 84 People 85

4 Morecup Coffee 86 Morecup Coffee 88 90 92 93 96 97 100 Morecup Coffee 101 101 103 103 104 106

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Morecup Coffee 11 107 108 109 112 115 116

12 Morecup Coffee 117 124 130 134 150 152

Morecup Coffee 13 1-3.1 2 1-4.1 3 2-1.1 7 3-2.1 14 3-2.2 15 3-4.1 23 3-4.2 24 3-4.3 25 3-4.4 26 3-5.1 SWOT 32 4-1.1 33 4-1.2 33 4-3.1 Morecup Coffee 39 4-3.2 40 4-3.3 42 4-3.3 Morecup Coffee 43 5-1.1 Morecup Coffee 47 5-1.2 Morecup Coffee 48 5-1.3 49 5-1.4 49 5-1.5 49 5-1.6 49 5-1.7 50 5-1.8 50 5-1.9 Morecup Coffee 51 5-1.10 Morecup Coffee 51 5-1.12 Morecup Coffee 52 5-1.13 Morecup Coffee 53 5-1.14 Morecup Coffee 53 5-1.15 Morecup Coffee 54 5-1.16 Morecup Coffee 54 5-1.17 Morecup Coffee 55 5-1.18 Morecup Coffee 55

14 Morecup Coffee 5-2.1 56 5-3.1 62 5-4.1 63 5-5.1 69 5-6.1 70 5-6.2 DMA 72 5-6.3 DMB 73 5-6.4 DMC 76 5-6.5 DMD 77 5-7.1 85 6-1.1 88 6-1.2 90 6-2.1 93 6-2.2 96 10-1.1 117 10-1.2 118 10-1.3 119 10-1.4 120 10-1.5 122 10-3.1 I 130 10-3.2 132 10-4.1 134 10-4.2 134 10-4.3 135 10-4.4 136 10-4.5 137 10-4.6 137 10-4.7 138 10-4.8 138 10-4.9 139 10-4.10 140 10-4.11 141 10-4.12 141 10-4.13 142

Morecup Coffee 15 10-4.14 142 10-4.15 143 10-4.16 144 10-4.17 145 10-4.18 145 10-4.19 146 10-4.20 146 10-4.21 147 10-4.22 148 10-4.23 149 10-4.24 149 10-5.1 150 10-5.2 150 10-5.3 151 2-2.1 10 3-2.1 13 3-2.2 15 3-2.3 16 3-2.4 16 3-4.1 21 3-4.2 21 3-4.3 22 3-4.4 22 3-4.5 26 3-4.6 28 4-3.1 36 4-3.2 38 4-3.3 39 5-1.1 45 5-2.1 59 5-2.2 60 5-4.1 65 5-4.2 65 5-4.3 66

16 Morecup Coffee 5-4.4 66 5-4.5 66 5-6.1 69 5-6.2 70 5-6.3 71 5-6.4 78 5-6.5 81 5-6.6 82 5-6.7 83 5-6.8 84 5-7.1 86 6-2.1 97 6-3.1 100 6-3.2 100 7-1.1 101 7-1.2 101 7-1.3 102 7-3.1 (AB ) 103 7-3.2 ( AB ) 103 7-3.3 ( CD ) 103 7-3.4 ( AB ) 105 7-3.5 ( CD ) 105 7-3.6 ( EFG ) 105 7-3.7 106 7-3.8 106 7-3.9 106 7-3.10 107 7-3.11 107 7-3.12 107 7-3.13 108 7-3.14 108 7-3.15 108 7-4.1 109 7-4.2 110

Morecup Coffee 17 7-4.3 110 7-4.4 111 7-4.5 111 7-4.6 112 7-4.7 113 7-4.8 114 10-1.1 123 10-3.1 131 10-3.2 132 10-3.3 133

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Morecup Coffee 自創連鎖咖啡店之整合型行銷企劃 31 二 策略群組圖 星巴克 西雅圖 極品 伊是咖啡 客喜康 真鍋 丹堤 怡客 羅多倫 圖 3-2.1 策略群組圖 1. 西洋風味群代表咖啡店 星巴克 西雅圖極品咖啡 伊是咖啡 此群組的咖啡飲品價格屬於中高價位 且咖啡源為由歐美所引 進 包括美式風格的星巴克 西雅圖極品..等與義式風格的伊是咖 啡 等 此群組的風格偏向歐美風格 其咖啡產品以加入大量牛奶的 Latte 為主 店內風格以歐美浪漫情懷為主 燈光較昏暗 連鎖咖啡店市場中的前三強就是為於此族群中 而其中又可分為 國人自創與國外引進兩種 國人自創為西雅圖極品與伊是咖啡 此種 咖啡店有一最大特色為強調其咖啡豆的烘焙不假他人之手或由國外 烘焙 全由自己一手包辦以確保咖啡豆的新鮮度 而國外引進為星巴 克 在美國早有知名度 又由國內大集團統一所引進 財力背景相當 雄厚 展店速度相當快 知名度的創造也相當容易 2. 精緻東瀛群代表咖啡店 客喜康 真鍋咖啡 此群組為中高價位且咖啡引進來源為日本 此群組皆堅持日式傳 統風格 其咖啡產品主打日系 黑咖啡 系列 還有不少的花式咖啡 與其他族群的咖啡產品有很大的區隔 且特別的是不同於歐美咖啡 此族群是用專屬咖啡杯來喝咖啡 不同於一般連鎖咖啡店 此群組店 內供應相當多的餐點 且服務型態不同於歐美為客人自助服務而是有 服務生主動為客人服務 而店內的設計風格也以簡約明亮為主 3. 清新簡約群代表咖啡店 丹堤 羅多倫 怡客咖啡 此族群為低價位的日式連鎖咖啡店 在台灣喝咖啡文化還未興盛

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Morecup Coffee 49 2. 2. 3. 3. 4. 2. 2. 3. 4. 1. 2. 3. 4.

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76 Morecup Coffee 黒 黒

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Morecup Coffee 83 黒 黒 黒

Morecup Coffee 84 1 2

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86 Morecup Coffee 5-6.1 1 call in

Morecup Coffee 87 5-6.1

88 Morecup Coffee 1.9 19.5 80 1560 1600 5-6.3

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102 Morecup Coffee part I

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110 Morecup Coffee 2. 3.

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124 Morecup Coffee 7-3.1 吿 (

Morecup Coffee 125 7-3.2 CD

126 Morecup Coffee 7-3.3 CD 吿 (

Morecup Coffee 127 7-3.5

128 Morecup Coffee 7-3.7 吿 ( (

Morecup Coffee 129 7-3.8 吿

130 Morecup Coffee 7-3.9 吿

Morecup Coffee 131 CD 7-3.5 C E G 吿 ( ( EFG

132 Morecup Coffee 7-3.6 EFG

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136 Morecup Coffee 2 1 0

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146 Morecup Coffee 3. 4. 5.

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Morecup Coffee 153. 1. ( ) (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) 2. (1) 1 1 (2) 2~3 (3) 1~2 (4) 1 (5) 1 (6) 1 (7) ( 1 2 3 4 5 6 ) (7) 3. (1) 5 (2) 4. (1) (2) (3) (4) (5) (6) 5. ( ) (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) 6. (1) ( ) (2) ( ) (3) 7. (1) (11:30AM ) (2) (11:31AM-2:00PM) (3) (2:01-5:00PM) (4) (5:01PM ) (5) 8. ( ) (1) 1 (2) 2~4 (3) 5 9. ( ) (1) (2) (3) (4) (5) (6) (7) (8) 10. (1) 50 (2) 51~100 (3) 101~150 (4) 151~200 (5) 201~250 (6) 251

154 Morecup Coffee 11. ( ) (1) (STARBUCKS) (2) (Dante) (3) (IS COFFEE) (4) (BARISTA) (5) (KOHIKAN) (6) (Spinelli) (7) (Coffee Bean) (8) (IKARI) (9) (DOUTOR) (10) 12. (1) (STARBUCKS) (2) (Dante) (3) (IS COFFEE) (4) (BARISTA) (5) (KOHIKAN) (6) (Spinelli) (7) (Coffee Bean) (8) (IKARI) (9) (DOUTOR) (10). 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

Morecup Coffee 155 15. 16. 17. 18.. ( 1 ) (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) (12) IV. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

156 Morecup Coffee 14. 15. 16. 17. 18. 19. 20. 21. V. 1. (1) (2) 2. (1) 16~22 (2) 23~35 (3) 36~55 (4) 56~70 3. (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) (12) (13) (14) (15) (16) 4. (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) (12) (13) (14) 5. ( ) (1) 3,000 (2) 3,001 ~ 5,000 (3) 5,001 ~ 7,000 (4) 7,001

Morecup Coffee 157 ~ 10,000 (5) 10,001 ~ 15,000 (6) 15,001 ~ 20,000 (7) 20,001 6. (1) (2) (3) (4) (5)

158 Morecup Coffee

Morecup Coffee 159 * * * * H I E R A R C H I C A L C L U S T E R A N A L Y S I S * * * Dendrogram using Average Linkage (Between Groups) Rescaled Distance Cluster Combine C A S E 0 5 10 15 20 25 Label Num +---------+---------+---------+---------+---------+ VAR00020 20 -+---+ VAR00021 21 -+ +---+ VAR00018 18 -----+ +-+ VAR00017 17 ---------+ +-+ VAR00019 19 -----------+ +-+ VAR00001 1 -+-----------+ +---------+ VAR00002 2 -+ I I VAR00015 15 ---------------+ +-----+ VAR00004 4 -------+-------------+ I I VAR00005 5 -------+ +---+ +-----------------+ VAR00006 6 ---------------------+ I I VAR00007 7 -------------------------------+ I VAR00010 10 -------------------------------+-----+ I VAR00016 16 -------------------------------+ I I VAR00008 8 -------------+-----------------+ I I VAR00009 9 -------------+ I +-----------+ VAR00011 11 -----------------+-----+ +-+ I VAR00013 13 -----------------+ +---+ I I I VAR00012 12 -----------------------+ +---+ +---+ VAR00014 14 ---------------------------+ I VAR00003 3 ---------------------------------+

160 Morecup Coffee 10-3.1

Morecup Coffee 161 * * * * H I E R A R C H I C A L C L U S T E R A N A L Y S I S * * * * Dendrogram using Average Linkage (Between Groups) Rescaled Distance Cluster Combine C A S E 0 5 10 15 20 25 Label Num +---------+---------+---------+---------+---------+ VAR00001 1 -+-----------------------------------------------+ VAR00003 3 -+ I VAR00002 2 -------------------------------------------------+

162 Morecup Coffee

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