Ann Momo Stella Yolanda CITY CAFE Ann Momo Stella Yolanda

Outline Introduction Slogan 4P (Product/ Place/ Price/ Promotion) SWOT Analysis References

Introduction Unsuccessful coffee service in 1986 Restarting in 2004 High quality coffee machines Andes’ coffee beans

Introduction Cultivation and vogue Logo Environment Vivid and independent brand

Slogan 城市 就是我的咖啡館 Enjoy your time Enjoy your city 城市 就是我的咖啡館 Enjoy your time Enjoy your city 在CITY CAFÉ濃純香氣中，發現城市最美麗的心情 Informative advertising

4P-Product / Price

4P-Product / Price 40 60 50 70 65 CITY CAFÉ Ikari Dante Cafe Latte (M) Cafe Latte (L) 70 65 Cappuccino (M)

4P-Place 3351 7-ELEVEn chains

4P-Promotion

SWOT Analysis —Lack of professional knowledge of cafe Strength —Not expensive —Easy getting —Well-known Weakness —Taiwan only —Monotony of product —Lack of professional knowledge of cafe

SWOT Analysis Strength —Not expensive —Easy getting Weakness —Taiwan only —Options of type on coffee —Lack professional knowledge of coffee

SWOT Analysis Opportunities —Expand to global —Provide the variety of ice coffee or tea —buy coffee with own cookies, cake and bread for the whole set of offer Threats —Increased competition

Reference http://www.citycafe.com.tw/ http://blog.7-11.com.tw/diary.asp?blogid=126 http://blog.xuite.net/m037275/m037275/21679325 http://tw.news.yahoo.com/article/url/d/a/091111/78/1uq4i.html 消費》超商咖啡戰 萊爾富特價出擊