| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 104 === Both of the management of chain cafes and non-chain cafes have their own strength and weakness. This study is to find out what kinds of strategies should be taken for the management of non-chain cafes. Most of the relative literatures on domestic coffee industry emphasized on Consumer Behavior or to explore controlling of coordination mechanism, models of store expansion, and the inheritance of managerial knowledge from the perspective of the chain-store headquarters. However, only few of them studied on the management strategy of non-chain cafes.
The market share of non-chain cafes is now gradually increasing. Therefore, the purpose of this research is aimed on the management strategy of non-chain cafes in Taipei City. In this study, we discussed the strategies of cost, differentiation and focus by depth interview and questionnaire to understand the real situation and analysis the management strategy in non-chain cafes. Besides, the interviewees are the owners of ten randomly selected non-chain cafes in Taipei City.
Michael Porter's Five Forces Model and SWOT Analysis were taken for analyzing the management strategy of non-chain cafes. We then obtained a conclusion from each of these two theories. From the perspective of Five Forces Model, non-chain cafes should have their own core-value and control the quality so that they remain the strength to development new products.
First, the core resource of non-chain cafes was not easy to imitated by others when they facing any competition and threat. Hence, non-chain cafes can build up their brand royalty in consumers’ need. Second, flexibility is the greatest strength of a non-chain café, so the menu can be changed in the owner’s will and customize what a consumer wants as well. Third, non-chain cafes often use high-price food ingredients that the consumers have lower bargaining capability.
From the perspective of SWOT Analysis, we can know that there are some problems of weakness like professional-lacking, small market, high-priced products in non-chain cafes. Furthermore, there are other problems in the whole environment of catering industry, like full market, strong competitors, food security problems, and rising wages. However, non-chain cafe still have strengths like better security skill on food, service, atmosphere, unique marketing, etc. Therefore, the future of this market is still profitable.
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