Research on Marketing Strategy of Franchise Stores - An Example of Louisa Coffee

• Main Authors: WANG, KUEI-MIN, 王桂敏
• Other Authors: TSAI, CHANG-CHUN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/3jgvyj

碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 107 === This study is an in-depth study of the marketing strategy of Louisa Coffee, a franchise company in the catering industry in Taiwan. Through case studies and case interviews, we can understand the marketing strategy, production and sales status and corporate image of Louisa Coffee franchisees for production and sales. The impact of consumers. To understand how Louisa coffee franchisees stand out in a highly competitive market, and to be able to continue to operate under environmental changes, and to create extraordinary achievements. This study adopts qualitative research. Through case studies and case interviews, it first organizes the literature and marketing strategies of Louisa Coffee. Based on the key issues after finishing the interview, the relevant focus of the Louisa coffee franchisees were interviewed, and the qualitative data collected by the data collection and interviewers were analyzed, and the research findings were put forward. 　　The study concludes with the following interview data to summarize the marketing strategies of the following Louisa coffee franchisees: a full range of logistics and distribution services, good visibility and brand image, high CP value product portfolio and complete market positioning, parity and product diversification, The product is suitable for consumers of all ages and raw materials quality and supply sources are stable.