A case study on the success strategies of 85C bakery café in Shanghai, China.
The bakery market in China is estimated to be lucrative, amounting to some 7.8 billion renminbi in 2010. 85C‟s innovative idea of combining bakery with café and selling high quality products at reasonable prices has proven to be a hit in China. The focus of this paper is an investigation of the suc...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2011
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/44999 |
| _version_ | 1811691323661484032 |
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| author | Lee, Wen En. Tan, Charmian Pei Fen. Sun, Yini. |
| author2 | Hong Hai |
| author_facet | Hong Hai Lee, Wen En. Tan, Charmian Pei Fen. Sun, Yini. |
| author_sort | Lee, Wen En. |
| collection | NTU |
| description | The bakery market in China is estimated to be lucrative, amounting to some 7.8 billion
renminbi in 2010. 85C‟s innovative idea of combining bakery with café and selling high quality products at reasonable prices has proven to be a hit in China. The focus of this paper is an investigation of the success strategies that 85C has employed to gain a stronghold in Shanghai, China. Seven main strategies were identified, explored and described – high traffic locations, high shop density, wide product offerings, adapting to local taste preferences, creating novelty products, highly standardised outlets and having a strong positioning of “Affordable Luxury”. This study further discussed four of the main strategies that were identified that gave 85C an edge over its close competitors. A comparison with relevant competitors, Starbucks and BreadTalk, was done to show the benefits of the distinct strategies employed by 85C. By identifying success strategies of 85C, this paper will serve a guide to initiatives that firms can undertake to achieve success. |
| first_indexed | 2024-10-01T06:18:04Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/44999 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:18:04Z |
| publishDate | 2011 |
| record_format | dspace |
| spelling | ntu-10356/449992023-05-19T05:41:36Z A case study on the success strategies of 85C bakery café in Shanghai, China. Lee, Wen En. Tan, Charmian Pei Fen. Sun, Yini. Hong Hai Nanyang Business School 85C Bakery Cafe DRNTU::Business::International business::Asia DRNTU::Business::Marketing::Product management DRNTU::Business::Marketing::Research The bakery market in China is estimated to be lucrative, amounting to some 7.8 billion renminbi in 2010. 85C‟s innovative idea of combining bakery with café and selling high quality products at reasonable prices has proven to be a hit in China. The focus of this paper is an investigation of the success strategies that 85C has employed to gain a stronghold in Shanghai, China. Seven main strategies were identified, explored and described – high traffic locations, high shop density, wide product offerings, adapting to local taste preferences, creating novelty products, highly standardised outlets and having a strong positioning of “Affordable Luxury”. This study further discussed four of the main strategies that were identified that gave 85C an edge over its close competitors. A comparison with relevant competitors, Starbucks and BreadTalk, was done to show the benefits of the distinct strategies employed by 85C. By identifying success strategies of 85C, this paper will serve a guide to initiatives that firms can undertake to achieve success. BUSINESS 2011-06-08T02:21:00Z 2011-06-08T02:21:00Z 2011 2011 Final Year Project (FYP) http://hdl.handle.net/10356/44999 en Nanyang Technological University 82 p. application/pdf |
| spellingShingle | DRNTU::Business::International business::Asia DRNTU::Business::Marketing::Product management DRNTU::Business::Marketing::Research Lee, Wen En. Tan, Charmian Pei Fen. Sun, Yini. A case study on the success strategies of 85C bakery café in Shanghai, China. |
| title | A case study on the success strategies of 85C bakery café in Shanghai, China. |
| title_full | A case study on the success strategies of 85C bakery café in Shanghai, China. |
| title_fullStr | A case study on the success strategies of 85C bakery café in Shanghai, China. |
| title_full_unstemmed | A case study on the success strategies of 85C bakery café in Shanghai, China. |
| title_short | A case study on the success strategies of 85C bakery café in Shanghai, China. |
| title_sort | case study on the success strategies of 85c bakery cafe in shanghai china |
| topic | DRNTU::Business::International business::Asia DRNTU::Business::Marketing::Product management DRNTU::Business::Marketing::Research |
| url | http://hdl.handle.net/10356/44999 |
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