1. Laney Jean Sammy Cindy Carrie
GROUP 1 (Bravo)
Laney
Jean
Sammy
Cindy
Carrie

2. Outline Laney- Introduce slogan, conclusion, PPT Jean- Introduce brand
Sammy- Strengths & Weaknesses
Cindy- Opportunities & Threats
Carrie- Relative information & video

3. Slogan
Sweeten your life

4. Introduction
85℃ company is a recently rising star among the café chain stores in Taiwan. It’s an original brand from Taiwan, within 6 years it expands to 325 branch stores, in Taiwan, China, America and Australia.

5. Company Profile President : Wu Cheng Hsueh
Capital : NT$ 90 million dollars 　　　
Number of Employees : 2500　　　
Number of Stores : 400

6. Original Conception
High Quality Products +
Affordable Prices

7. Products
Coffee
Tea
Cake
Traditional Pastry

8. Brand Promise & Company Vision
Offering the Best Quality products
International Recognized

9. SWOT

10. Strengths different from other cafe Elegant store design :
Delivery
different from other cafe
Elegant store design :
light decoration
French window display

11. Weakenesses Franchise stores are growing too fast :
such as “Ching-Shin(清心)” and “50lan”
The quality of access is not easy to control :
centralized distribution in central kitchen
Insufficient preference of brand :
the main customers do not have fixed habit of brand
slogan is unfamiliar with customers
Servers are not have good stuff :
the train of franchisee too haste
The advertisement is little
The parking space is few

12. Successful strategy(4P)
Price ─ parity
Place ─ prosperous spots
Product ─
1. premium coffee beans from Guatemala
2. delicate and various cakes & coffee
3. high quality
4. good service - 24 hours a day
Promotion ─
1. Premier Points Card
2. Order the products online
3. launch every kinds of acrivities

13. Cooperate with convenience store
Opportunity
Creativity
Expanding oversea
Set in the airport
Cooperate with convenience store

14. Threat
Competition
Inconsistent of franchise
Fake brand

15. Conclusion High quality, low price Various product Expanding oversea
24 hours service

16. Relative Information http://www.youtube.com/watch?v=HmY1vI98W2M
AD edition A
AD edition B
BLOG
CTV report

17. Reference
SWOT-
商業周刊1141期：
TVBS 新聞
上海新聞