85°C Bakery Café－東征美國新大陸

85°C Bakery Café: Eastbound to USA

邱志宏(Chih-Hung Chiu) ； 黃蘭茵(Lan-Yin Hwang)

《管理評論》 34卷2期 (2015/04) Pp. 1-2

https://doi.org/10.6656/MR.2015.34.2.CHI.1

摘要

85°C於2004年在永和開出首家門市，主要銷售產品為咖啡、蛋糕、麵包等，以飲料複合烘焙的經營型態在市場上打出一片天下。成立初始，85°C的國際化企圖心便十分強烈，2006年就開始展店海外的各項籌備，2008年在美國開出第一家分店，截至2014年，已在美國開出12家門市。本個案藉由分析85°C在美展店之主要人口統計變數：人口數、人口密度、種族做第一階段的展店規劃，以使學生理解展店評估的實務作法，並回答吳政學董事長期望於2016年在美國獨立上市之目標，是否可達成。

關鍵字

連鎖店展店策略 ； 市場佔有率 ； 錢包佔有率

並列摘要

The first store of 85°C was founded in 2004 in a night market in Yonghe. The company targets operating compound café-chain restaurants that sell coffee, beverages, bread, and cakes and provide customers individual orders or assorted combos. 85°C exhibits considerable ambitions for internationalization, founded the company in Taiwan in 2005, and prepared for overseas expansion in China, Australia, and the United States in 2006. The first US-bound shop was successfully opened in Irvine, California in 2008 and 12 branches by August 2014. Chairman Wu is keen on reaching 50 retail branches and listing in the US stock market in 2016. This case study used data from customer surveys and secondary demographic data to estimate 85°C's wallet shares and the number of branches that can be feasibly opened in California.

並列關鍵字

chain store expansion strategy ； market shares ； wallet shares

參考文獻

邱志宏 (2014)，「台商連鎖速食餐飲業大陸市場展店之研究－以85度C大陸華東（江浙滬）區為例」，台北科技大學工商管理研究所博士學位論文計畫書。

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