85 C

94153315

94153323

94153325

94153327

94153354

94153357

1. ------------------------------------------------p.1

2. ---------------------------------p.2

3. SWOT ---------------------------------------p.4

4. ------------------------------------------p.8

5. STP -----------------------------------------p.13

6. -----------------------------------------p.19

7. -----------------------------------------p.24

8. -----------------------------------------p.27

9. -----------------------------------------p.31

10. -------------------------------------------p.34

11. -------------------------------------p.35

12. ----------------------------------------p.36

13. -------------------------------------p.37

14. ------------------------------p.49

1

300,000,000 90,000,000 23 35

85 C 50

SARS 150

85 C

85 C 85 C 85 C

2

85 C

2003 2004 7 85 C 2004 2005 91 2005 YAHOO

2006 9 85 C 2006 95

3

SWOT

Strengths Weaknesses

Opportunities Threats

Strengths

1. 85 C

2.

1.

2.

3.

4.

4

5.

EX

1. PIZZA OEM 2. 85 C OEM

Weaknesses

85 C 3 230 EX

1. 2. 3. Blog

85 blog 1400

5

68% 85 C EX

Opportunities

200 85 C 27085 C 1. 2. 50% 3.

85 C 2004 1998200220002000

1. 35

2.

Threats

1. 85 C EX

6

2. EXTullys 200 100

1.

7-1185 C

EXcity coffee

2. EX

85 C

85 C 1. ,

50

2.

3.

7

EX

35 85 C

85 C $35 $35 $35 $35 $40 $40 $50 $55 $50 $50 $55 $60 $60 $60 $60 $65 $60 $65 85 C 85 C

8

85 C $38 $50 $42 $50 $35 $38$58 $35 $50 /$35/36 $65 $49 $45 /$35/37 /$40 /$35/37 /$40 $38 $45

EXcity coffee

85 C 85 C 2006 8 495 233 233()495()115335()

85 C

85 C

85 C

9

85 C 3500 $49.44 17 85 C

85 C

85 C

85 C $70

85 C 85 C 85 C EX85 C

10

85 C

85 C

85 C

85 C

EX:

Tullys 200 100 Tullys 85 C

11

Cream Cheese Pizza

12

STP

1. 23~50 19~24

2.

1. 15~40

13

2.

3.

EX

70

14

85 85 C

85 C()

POS

EX:

EX:

80

15

15~40

23~50 19~24

85 C VS

85 C

85 C

1.

85 C

2.

YAHOO 85 C

85 C VS

16

85 C

1.

2.

85 C

3.

85 C

4.

5.

85 C

85 C VS

85 C

85 C

85 C

1.

85 C

85 C

2.

85 C

EX

17

85 C VS

85 C

1.

85 C

2.

85 C 85 C

85 C 85 C

1. 35 1

2. 85 C

3. 85 C

4. 85 C 85 C

5.

18

85 C 4P

Product

85 C

5 5

73

73

1. 9 9

19

2. 6

3. 11

4. 5

5.

A. 8

B. 13

C. 5

D. 7

E. 9

85 C

85 C EX2006

20

1.

2.

85 C 85 C

85 C

85 C

() 85

85 C

21

1.

2.

85 C

85 C

85 C EX85 C 8

22

2004

8 5 C

7

2004

23

Price

1.

2.

1. 2.

1. 2.

85 C

2007 270

2006 3

$35 $1

$10

1.

2. 85 C

85 C

24

85 C

85 C

85 C

85 C$35~$60

$60~$130

$35~$65

85 C$35~$85

$40~$75

EX

85 C

25

$

85 C 85

EX 2

2006/7/21~08/05 85

7/25~08/08

2 85 C

8 5 85 C 85 C

85

85

EX

A 2 $35$35$35

$70$70$140 85 $119

B 2 $20$42($36)

$40$78$118 85 $100

1. p.49~55

2. p.57

3. p.56~57

26

Place

1.

2.

3.

85 C 233

27

1.

85 C 200 800

200

300

1000

10

1000

85 C

2.

85 C 233

230

183

15 2 13

8 5 1 1

1

85 C

3.

85

78

85 C 73

57

37

85 C

28

1

85 C

85 C 233

85 C

85 C

1.

2. 25 3. 25 250300

50

4. 150

85 C

1. 2. 3. 4. know how 5. 6. 7. 8.

7

29

85 C

85 C

. 2.

VMS

VMS85 C

1

3.

30

Promotion

85 C

15~40

STP

23~50 19~24

85 C

85 C

X

85 C

C

E

35 85 C 85 C

85

31

15~40

23~50 19~24

85 C

85 C

85 C

85 C

85 C

85 C

85 C 85 C

C

85 C

1 10

1400

85

1. 85 85 8 5 85

32

2.

. 0800-611-588

2004

3.

4.

1

2. 85 C

85 C 2004 12 25

85 C

2005 85 C

5. 85 C 85 C 85 C

33

.

.

1.

2.

1

2.

1

2. 85 C

34

85 C http://www.85cafe.com/85 C

etch.cc/blog/cafeshop85http://www.wr85 C http://blog.webs-tv.net/cafe85c http://www.taiwancoffee.org/SpecialR_3.asp http://www.ipc.itri.org.tw/content/menu-sql.asp?pid=76 http://gcis.nat.gov.tw/index.jsp

d_info.asp?award=2&class=2&idno=263 http://www.rcca.org.tw/awar

35

SWOT STP

PPT

36

1

2006/09/26 9:40

/ 6/6

1.1

1.2

1.3

1.4

1.5 Skylark

1

1.6

1.

37

2

2006/10/02 17:30

R1207

/ 6/5

85 C 1

1.1 85 C

2. 85 C

1.85 C

3.85 C 1. 85 C

38

3

2006/11/16 13:00

R2415

/ 6/6

1.1

1.2 SWOT

1

1.3

2

2.1

1.

39

4

2006/11/20

17:25 R1207

/ 6/6

1

1.1

1.2 SWOT

1.3

2

2.1

2.2 STP

/27 5 2. 11/30 6

1. 11

40

5

2006/11/27

17:25 R1207

/ 6/6

1.1

1.2

SWOT

1

1.3

2

2.1

2.2

1. STP

41

6

STP 2006/11/30 13:00

R2415

/ 6/5

STP 1

1.1

1.2

1.3

PPT

2.1

2

2.2 PPT

1. STP

42

7

2006/12/08 17:30

R2206

/ 6/6

1.1 SWOT

1.2

1.3 STP

1.4

1.5

1

1.6

1. 4PSTPSWOT 2.

43

8

2006/12/11 17:30

R1207

/ 6/5

1.1

1

1.2

1. 12/14

44

9

STPSWOT 2006/12/15 17:30

R2208

/ 6/6

STPSWOT

1.1 STP

1.2 SWOT

1

1.3

2

2.1

1.

45

10

2006/12/21 15:30

R2315

/ 6/6

1.1

1.2

1.3 PPT

1

1.4

1.

46

11

2006/12/22 17:30

R2208

/ 6/6

1.1

1.2 SWOT

1.3

1

1.4

2

2.1 PPT

1. 2.

47

12

PPT 2006/12/27 12:30

R2316

/ 6/6

PPT 1

1.1 PPT

1.

48

Espresso Beverages

Caff Latte S$80 T$90 G$105

Cappuccino S$80 T$90 G$105

Caramel Macchiato S$95 T$110 G$125

Caff Mocha S$90 T$105 G$120

Caff Americano S$65 T$80 G$95

Espresso NT$65 Espresso Macchiato NT$75 Espresso con Panna NT$75 Brewed Coffee

Coffee of the Day S$60 T$70 G$80

Iced Coffee () T$70 G$80

Starbucks on Ice

Iced Caff Latte T$90 G$105

Iced Caramel Macchiatto T$110 G$125

Iced Caff Mocha T$105 G$120

Iced Caff Americano T$80 G$95

NT. 35 NT. 65

NT. 35 NT. 65

NT. 45 NT. 65

NT. 50 NT. 65

NT. 50 NT. 6