Development for International Franchising: Case of 85 °C

• Main Authors: Chia-Hui Wang, 王佳惠
• Other Authors: Pei-Chun Lee
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/72403680302705977533

碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 104 === The café franchise develops rapidly in the recent decade, such as 85°C, Starbucks, 7-11, and Dante coffee. The complex café not only provides the variety of coffee but also provide the cake, bread, and drinks. This study discusses the factors in local complex franchise café to the internationalization through the 85°C as the case and shows how the local complex café wins a place in the competitive market. The strategies of 85°C internationalization includes how to select appropriate strategies for entering foreign markets and the franchise important to the local company. The analysis is based on the Japanese model to entry the foreign market, as the Japanese model including the (1) searching and conform the market, (2) break into the market and get the market share, (3) market penetration and increase the market share, and (4) defense the market, in which also debates how the case company implemented entering strategies despite the difficulties and solve the problem when carrying out company internationalization. The result of the study aims to provide bits of advice on internationalization for the case company and the industry of local complex café.