| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系 === 98 === Abstract
Coffee is a hobby food. In most cases, the coffee makes people a sense of dependence or addiction in pharmacological or psychological states. Consumers choose the most suitable coffee café or coffee product according to the taste of coffee or the preferences under the coffee shop. In general, different types of coffee retail business in the coffee procurement and cost control will be different. Therefore, each type of coffee retail business has its loyal consumer and stable coffee products. Individual coffee shop must have excellent classical, fresh and distinctive original-product coffee. Although the coffees in the chain shop are divided in high and low price, its quality and taste stability is the basic requirements to stabilize the customer source. For the sake of stability in quality and taste of coffee, the two key factors are the procurement strategy and baking process.
In general, the coffee beans used in the coffee shop based on the suggestion by baking factory or retail distributors. For the business operation of baking factory and retail distributors, how to design a product portfolio in order to master the coffee beans quality, control costs, stabilize the taste and market to different types of retail business is a very important topic. This study applied qualitative research method to understand the coffee industry by in-depth interview process. First of all gather relevant industry information to understand the management style of retail distributors; Secondly, group the coffee industry related businesses (origin, wholesalers and baking) depth interviews to collect expert opinion for understanding of suppliers (origin), distributors (wholesalers) and retailers interaction between the procurement and marketing. Distributors come up with marketing strategies for suppliers and retailers, and decide to provide coffee product portfolio and marketing strategies to retailers to enhance competitive advantage.
It is noticed that the found, interviews, reports and opinion polls indicated that most of Taiwan's coffee consumers drink latte coffee and flavored coffee. In order to ensure uniform quality and stability, the coffee beans of distributors and baking technology need to be control completely. As chateau and specialty coffee are the coffee personality signs, they must have special taste by exactly baking and cooking. Other chain coffee café, shops and supermarkets can keep consumer back as long as the quality of coffee to meet consumer taste and stability of uniform. The retailers have more choices for business by diversified product portfolio, and coexist with wholesalers each other.
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