Change and adaptation : A transnational study of takeout beverage franchise chain business of Taiwan migration to in Mongolia

• Main Authors: Delgermurun D, 丁若嵐
• Other Authors: Ying-shing Lin
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/28908260855905164081

碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 104 === Over the past 20 years, Mongolia has transformed itself from a socialist country to a vibrant multiparty democracy with a booming economy. Since then, many foreign cultures are influencing Mongolian people perceptions enormously. For instance, the Western and Asian food industry culture became prevalent throughout the capital city of Ulaanbaatar by ways of popular TV series shows, intensive tourists and investors flows heading toward wild nature to explore nature resources, making many Mongolian become more interested in a variety of foreign cuisine culture, fashion style, brands quality and healthy beverage options. Such new chains of service contribute not only to people’s consumption but also to rapid growth of the retail chain business and take-out beverage industry. In recent years, the hospitality and service industry have achieved rapid growths. The beverage franchise chain in the food service industry in particular has dominated the consumer market. Food and beverage industry in Taiwan grows rapidly. The growth rate reached 3.6% in 2012, and the market scale hit NT$385.5billion. In addition, the Takeout Beverage Franchise Chain plays an extremely significant role in the overall beverage market and possesses great development potentials. Although this industry continues to undergo prosperous developments, changes in consumption pattern, consumer awareness and value, force business operators to ponder upon ways to increase market share and profitability. This study has combined discussions in literatures reviews and questionnaire survey results obtained from interview with consumer group, brand marketing, location selection. Satisfaction level, product packaging, price experts in establishing this “Change and adaptation: A Transnational Study of Takeout beverage franchise chain business of Taiwan Migrations in The Mongolia. The study conclusions shall serve as operator reference for business performance assessment in the future. They shall also serve as reference for operators who intend to partake in takeout beverage franchise. Hopefully, it will contribute positively to the overall practical operations in the industry for globalizing Taiwanese tea business.