Development Factors and their Effect on the Coffee Industry

• Main Authors: HSU, TING-HSIANG, 許庭祥
• Other Authors: Lin, Yu-Jen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5fy475

碩士 === 聖約翰科技大學 === 工業工程與管理系碩士班 === 106 === Many coffee companies today, such as coffee chain stores and non-linked coffee shops, continue to be a problem that every enterprise organization should face. This study aims to find out the best way for coffee companies to grow and prosper, strategic plan. Through reference materials and collecting relevant data, through SWOT strategy analysis, we can understand the advantages and disadvantages of the internal organization and external environment opportunities, threat factors and then cross-matching, to avoid or reduce the negative factors formed by the disadvantages or threats, and Strengthen favorable development conditions, Through analysis, the four strategies are SO (strategy and opportunities), WO (strategy and opportunities), ST (strategy and threats), and WT strategy (strategy and threats). Each strategy contains many factors. For "competitive advantage," "adjustment mechanism," "integrated marketing," and "continuous improvement," then use the AHP hierarchical analysis method to layer the SWOT analysis results, evaluate them comprehensively through quantitative methods, and arrange effective strategies. The order of preference. Analyzed by the AHP method, listed in the "Competitive Advantage" are "Factors for business expansion", "High visibility, investment for investors," "New product development and listing," "Enterprise electronic" and other factors. The “adjustment mechanism” includes factors such as “enhancing interaction with consumers”, “cooperating with different industries”, “enhancing corporate organization”, etc.; “integrated marketing” includes “increasing membership benefits system” and “improving brand image”. "Intensive Innovation and Diversified Commodities" and other factors; "Continuous Improvement" includes such factors as "continuously strengthening marketing strategies and methods", "developing self-characteristics and style", and "standardizing training processes." And subdivided the second subdivided four subscript layers and the third layer into thirteen criteria layers, and listed the order of their weights. The results of this study are expected to provide effective suggestions and references for those who are already engaged in coffee companies and who want to start coffee.