U Shop大學商城 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 碩士論文政治. 大. 立Master’s Thesis. ‧ y. sit. ‧ 國. 學. Nat. U Shop 大學商城. n. al. er. io. U Shop: Coffee and NCCU Gift shop. Ch. engchi. i n U. v. Student: Nitichai Jitkusolrungrueng Advisor: Professor Prof. Jack Wu. 中華民國一〇四年五月 May 2015.

(2) U Shop 大學商城 U Shop: Coffee and NCCU Gift shop. 研究生：周少偉. Student: Nitichai Jitkusolrungrueng. 指導教授：吳文傑. 立. Advisor: Jack Wu. 政治大. ‧ 國. 學. 國立政治大學. 商學院國際經營管理英語碩士學位學程. ‧. 碩士論文. y. Nat. io. sit. A Thesis. a. er. Submitted to International MBA Program. n. v l National Chengchi University ni Ch. U. i e n gofctheh Requirements in partial fulfilment for the degree of Master in Business Administration. 中華民國一〇四年五月 May 2015.

(3) Acknowledgements I step into my master degree program in NCCU for the entire two years, now it is time to pay back my knowledge and conception which I have learned from the program to develop NCCU gift shop. This dissertation would not have been possible without Ministry of Education, Republic of China (Taiwan) scholarship. Especially IMBA program which is the seed of my interest in business model and being the best incubate to begin and learning step by step of business plan.. 政治大. I would like to express the deepest appreciation to my committee chair, Professor Jack Wu,. 立. who had the attitude and the substance of genius; he continually implies a spirit of adventure. ‧ 國. 學. in regard to study and learning during IMBA program through his excitement and easy to understand in regard to teaching. Without his guidance and persistent help this dissertation. ‧. would not have been possible.. y. Nat. Special thanks to 曹珊綾 for NCCU souvenirs information, 陳首蓁 for NTNU souvenirs. io. sit. information, 蔡明峰 and 蔡明儒 for coffee shop in depth information and apparently every. n. al. er. friend that has reached out his/her hand to make our journey in Taiwan more enjoyable. My. i n U. v. deep gratitude also goes to Mrs. Lichi Ho for her constant advice on every academic issue and more.. Ch. engchi. Last but not least, my deepest feelings of gratitude to my family in Thailand, my mom, my dad and my brother who fully support my decision for my master program in Taiwan.. i.

(4) Abstract U Shop: Coffee and NCCU Gift shop By Nitichai Jitkusolrungrueng Most universities have their own gift shop to represent the pride of the students who love university brand’s products. Some universities have created innovation gift shops with special features to differentiate themselves from ordinary traditional gift shops in order to promote their gifts and create university brand awareness. For example, Waseda University’s Co-Op. 政治大. stores that operates as the university’s gift shop is a combination between gift shop and coffee shop where Waseda students can come right in, order a cup of coffee and spend time to. 立. mingle with their peers. There is no doubt that when Waseda students are walking into the. ‧ 國. 學. coffee shop, they will have a chance to see, and even be tempted to purchase, their university’s gifts and souvenirs.. ‧. In Taiwan, we can say that National Cheng Chi University (NCCU) is one of the biggest and most famous universities in Taiwan. However, as of today NCCU gift shop is still operated. sit. y. Nat. under the name of Alumni service center, which is hardly capable of managing full operation. io. er. to support sale and promotion of NCCU gifts and souvenirs. According to the survey conducted at NCCU, approximately 40 per cent of the sample group does not know where to. n. al. i n U. v. buy gifts and souvenirs. Half of the group states that they are not planning go there. However,. Ch. engchi. good news is that 80 per cent still wants to purchase NCCU gifts and souvenirs. All this information indicates that the demand for gifts and souvenirs is still high but NCCU still lacks a marketing initiative, clearly-identified sale channels and a suitable business model to support university gift shop. This new NCCU gift and coffee shop will beautifully offer a relaxing and serene space for both local and foreign NCCU students to do their studies, to meet with their friends or to exchange their worldviews, languages and cultures. This possible channel will also drive the number of students purchasing NCCU gifts and souvenirs. In addition, the new attraction will bring economic benefits to established stores. Creating a new sale channel and promoting products are primary keys to a successful business model, as it will guarantee long-term accomplishment of the NCCU gift shop and the sustainability of the model. ii.

(5) TABLE OF CONTENTS. 1. Introduction: Coffee and Gift Shop Concept .................................................................. 7 2. Taiwan’s University Gift Shop Creative Strategy ............................................................ 9 3. Overview of NTU, NCCU and NTNU University Gift Shop ......................................... 16 3.1 NTU gift shop review ........................................................................................................ 16 3.2 NTNU gift shop review ........................................................................................ 17. 治政 4. Comparing NCCU and NTNU Gift Shop ........................................................................ 20 大立 of the Selected Two Shops ................................................... 20 4.1 General Information ‧ 國. 學. 4.2 Monthly Data sheet of customer inflow between 2 universities ........................... 22 5. Business Model Proposition .............................................................................................. 26. ‧. t5.1p cnoU pohS Ut . ................................................................................................... 28. y. Nat. 5.2. Mission ................................................................................................................. 28. sit. 5.3. Keys to Success .................................................................................................... 28. n. al. er. io. 5.4. Objectives ............................................................................................................. 29. i n U. v. 6. Company summary ........................................................................................................... 30. Ch. engchi. 6.1 Company ownership .............................................................................................. 30 6.2 Start-up Summery .................................................................................................. 30 6.3. Start-up expense ................................................................................................... 33 6.4. SWOT Analysis ................................................................................................... 36 7. Market analysis summary ................................................................................................ 37 7.1 Market segmentation and size ........................................................................................ 38 7.2. Potential Customers summary .............................................................................. 41 7.3 Existing competitors .............................................................................................. 42 7.4 Products and Price ................................................................................................. 43 7.4.1 Coffee and Souvenir Product list ........................................................... 43 iii.

(6) 7.5 Target market survey ............................................................................................. 47 7.6 Target Market Segment Strategy ........................................................................... 54 8. Strategy and Implementation Summary ......................................................................... 55 8.1. Competitive Edge ................................................................................................. 55 8.2. Marketing Strategy .............................................................................................. 55 8.2.1. Positioning Statement ............................................................................. 55 8.2.2. Pricing Strategy ...................................................................................... 56 8.2.3. Promotion Strategy ................................................................................ 56 8.2.4 P gnSchlStrategy ..................................................................................... 57. 政治大 ....................................................................................................... 59 立. 8.3. Sales Strategy ...................................................................................................... 58 8.4 Sales Forecast. .............................................................................................................. 61. 學. ‧ 國. 8.5 ecg stoh. 9. Management Summary ..................................................................................................... 62. ‧. 9.1. Personnel Plan ..................................................................................................... 63 9.2 Role and respond .................................................................................................. 63. y. Nat. io. sit. 10. Financial Plan .................................................................................................................. 64. er. 10.1. Important Assumptions ..................................................................................... 64. al. n. v i n C h ................................................................................... 10.3. Projected Profit and Loss 65 engchi U 10.2. Break-even Analysis .......................................................................................... 65. 10.4. Projected Cash Flow .......................................................................................... 69 10.5. IRR (Internal Rate of Return) ............................................................................. 70 11. Conclusion ........................................................................................................................ 71 Reference ................................................................................................................................. 72 Appendix 1: Financial Fact Sheet ............................................................................................ 73 Appendix 2: Design ................................................................................................................. 77 Appendix 3: Survey ................................................................................................................. 82. iv.

(7) List of Figures, Charts and Tables Figure 1: Waseda Co-op coffee shop ..................................................................................................... 9 Figure 2: NTNU Wen Huei Hall ............................................................................................................ 9 Figure 3: “NTNU Master” (師大大師) thermos .................................................................................. 10 Figure 4: CLIPU ................................................................................................................................... 12 Figure 5: Tatung Baby .......................................................................................................................... 13 Figure 6: NTNU Library gift shop. ...................................................................................................... 19. 治政大 Figure 8: U Shop 2D floor plan ............................................................................................................ 32 立 Figure 9: U Shop 3D floor plan A ........................................................................................................ 32. Figure 7: Original floor plan ................................................................................................................ 31. ‧ 國. 學. Figure 10: U Shop 3D floor plan B ....................................................................................................... 33 Figure 11: Wenshan Population............................................................................................................. 40. ‧. Figure 12 Marketing targeting strategies .............................................................................................. 54. Nat. sit. y. Chart 1: The time line of start-up ....................................................................................................... 37. er. io. Chart 2: Import of Taiwan coffee been 2003-2011 .............................................................................. 38. al. v i n C h ...................................................................................... Chart 4: Distribution of Potential Customers 48 engchi U n. Chart 3: Import of Taiwan Tea 2003-2011 ........................................................................................... 41. Chart 5: Survey (Personal Information) ............................................................................................... 49 Chart 6: Survey (NCCU souvenir perception) ..................................................................................... 50 Chart 7: Survey (Coffee Shop Perception) .......................................................................................... 52 Chart 8: Survey (U shop Feedback) ..................................................................................................... 60 Chart 9: First Years Sales Forecast by product .................................................................................... 60 Chart 10: Five Years Sales Forecast by product .................................................................................. 66 Chart 11: Payback period Analysis (Week) ........................................................................................ 66 Chart 12: First Year’s Monthly Gross Margins ................................................................................... 66 Chart 13: Five Year Gross Margins Forecast ....................................................................................... 67 v.

(8) Chart 14: Ratio of Revenue and Cost .................................................................................................. 67 Chart 15: Proportion of Revenue, cost and Net profit ......................................................................... 70 Table 1: The point of sale from each university gift shop .................................................................... 19 Table 2: NCCU Alumni center overview ............................................................................................. 20 Table 3: NTNU gift shop overview ...................................................................................................... 21 Table 4: 2014 Customer inflow of NCCU alumni center (per headcount) ........................................... 22 Table 5: 2014 Sale transaction of NTNU Gift shop ............................................................................ 23 Table 6: Comparing sale turn and sale transaction of NCCU and NTNU gift shops ........................... 24. 政治大. Table 7: U shop Business Model Canvas ............................................................................................. 26. 立. Table 8: Equipment table ...................................................................................................................... 34. ‧ 國. 學. Table 9: Investment Proportion ............................................................................................................ 34 Table 10: Start-up Summary ................................................................................................................. 35. ‧. Table 11: SWOT Analysis .................................................................................................................... 36. sit. y. Nat. Table 12: The number of NCCU students enrolled in academic year 2014. ........................................ 39. io. er. Table 13: Target universe ..................................................................................................................... 41 Table 14: List of coffee shops nearby NCCU ....................................................................................... 43. n. al. Ch. i n U. v. Table 15: Beverage & Food Menu list ................................................................................................. 44. engchi. Table 16: Souvenir Menu list ............................................................................................................... 45 Table 17: First Year’s Target ................................................................................................................. 59 Table 18: Five Years Sale forecast by three contributions ................................................................... 61 Table 19: Personnel Plan ...................................................................................................................... 62 Table 20: Role and respond ................................................................................................................. 63 Table 21: First year Break-even Analysis per SKU (Units) ................................................................ 65 Table 22: Pro-forma Income statement ................................................................................................ 68 Table 23: Pro-Forma Cash Flow ........................................................................................................... 69 Table 24: IRR calculation table ............................................................................................................ 70 vi.

(9) 1. Introduction: Coffee and Gift Shop Concept The vision of "U Shop" - coffee and grocery shop are to be the first coffee and grocery shop in National Cheng Chi University, and to become a place where students, staffs, visitors or even tourists drop by to visit and share their own stories over a cup of coffee. The concept of this shop is to create a sale channel and facilitate customers to reach NCCU souvenirs, since at present many students still do not know where to access in order to purchase. This model is. 治政 inspired by the co-op stores cafe and grocery shop in Waseda 大 University, Japan. Waseda 立 University Co-operative (Co-op) is a nonprofit organization which aims to improve members' ‧ 國. 學. livelihood by combining members' wisdom and sharing finances within the organization. The. ‧. members are made up of undergraduate students, postgraduate students and faculty members. er. io. sit. y. Nat. who study or work at Waseda University. The concept is briefly explained by below;. al. v i n C h jeans, potato U Well, not for Waseda. They have denim e n g c h i chips, sweets and even ties decked out n. When you think of Universities Co Op stores, what comes to mind? Books, bens, keychain?. in Waseda name and color. The cool thing is their Co-Op store is a cafe as well. So you can come right in, order a cup of coffee and mingle together with the Waseda Students. It is a sight to behold and upon leaving the cafe with co-op store, you can get some Waseda snacks for the road, get a sticker to commemorate your stay here and finally, put on a Waseda cap to become a fully-fledged Waseda tourist.. 1.

(10) However, after observe three prestigious universities in Taiwan, including National Chengchi University (NCCU), National Taiwan University (NTU) and National Taiwan normal University (NTNU). It appears that NTNU has already adapted this model to their university gift shop, which is known as Wen Huei Hall (文薈廳(生徒控所)). The construction of this hall was completed in 31st March, 1926. During the Japanese occupation, this place served as a ‘student recreational room’ for college students in Taipei, offering a space for students to prepare for their class and rest. In 2003, Taipei City Government officially listed Wen Huei. 政治大. Hall as national monuments and it becomes a very distinctive corner in NTNU. Wen Huei. 立. Hall has always been a part of NTNU’s long history. Starting from the predecessor of NTNU,. ‧ 國. 學. Taipei High School, at that time, Wen Huei Hall was called “Sheng Tu Kong Suo”, which was a place for student to rest or hold events. In 2010, Wen Huei Hall temporary closed for. ‧. renovation. In 2011, the hall was reopened and became a new and comfortable space to. y. Nat. sit. connect people, books and arts. This area is, therefore, no longer merely a space for students’. n. al. er. io. activity, as it has become a versatile space, combining students’ activity hall with a gift shop. Ch. i n U. v. which locates in corner. By doing this, the hall becomes one of the gift shops that NTNU can. engchi. market and promote their university gifts and souvenirs. Some product concepts that they are proud to present are as following. This mug was specially designed to commemorate the opening ceremony of Wen Huei Hall in 2011. A simple and clean plain white cup, with a simple and elegant silhouette of Wen Huei Hall painted in orange, echoing the characteristics of NTNU – “Classical elegance, modern vision”.. 2.

(11) Figure 1: Waseda Co-op coffee shop. 立. Figure 2: NTNU Wen Huei Hall. 政治大. Source: http://en.japantravel.com/photos/wasedauniversity, http://press.lib.ntnu.edu.tw/en/node/55. ‧ 國. 學 ‧. 2. Taiwan’s University Gift Shop Creative Strategy. sit. y. Nat. Every university has its own souvenirs, but the school needs to have either a unique design or. io. al. n. while at the same time developing the school’s own brand.. Ch. engchi. er. a special channel of distribution or marketing, so that it could attract its students or alumni,. i n U. v. National Taiwan Normal University (NTNU/ 台灣師範大學 ) gives importance to its souvenirs more than other schools. NTNU’s library Publishing Center ( 出版中心 ) and Creative Center (文創中心) are responsible for the manufacturing of their souvenirs, and they have so far created various unique designs. For examples, “NTNU Master” (師大大師) thermos and also Cassia Fistula (Golden Shower, NTNU’s school flower)-themed products, both have high sale volume. Ms. Chou (周芷綺), the assistant at NTNU’s library Publishing Center said that “NTNU always tries to design the souvenirs that are different from other schools. We do not only stamp our school’s name on the products, but also integrate our 3.

(12) teachers and students’ resources into the creation of our products”. She says “We let our students promote our school’s brand, hoping to send out the message that our NTNU is leader in the field of arts and creativity.” Figure 3: “NTNU Master” (師大大師) thermos. 政治大. 立. ‧ 國. 學 ‧. Source: http://eshop.ntnu.edu.tw/. sit. y. Nat. For National Taiwan University (NTU/ 台灣大學), in addition to the souvenirs that are. n. al. er. io. designed by the school itself, NTU also opens to the design proposals from its students and. i n U. v. gives its license to the third-party to design and distribute its products. NTU’s souvenirs’. Ch. engchi. categories as well as its distributing/marketing channels are all-round and diverse. Apart from the proposals from the students, the student clubs merely need to send in their application to use the school’s trademark, then they can use the name “Taiwan University” (台灣大學) or “NTU” on their souvenirs. NTU’s selling technique is different from the traditional formula. For example, “pinkoi” is the most famous platform for buying NTU’s designed products. The copy editor of NTU’s General Affairs Management and Administration, Ms. Hsu (許乃文) stated that NTU planned to open a shop in the school next year (2014), and hoping that it. 4.

(13) would be the cooperation between the school, student clubs as well as third-party factories to produce various kinds of souvenirs. For Taipei University, they merely sell the license to the third party to manage the designing, manufacturing and distributing process of its souvenirs. Head of NTPU’s Property Management Division, Mr. Lee (李寶珠) indicate that the school doesn’t have enough human resource, therefore they couldn’t afford the cost of logistics and inventory and have to sell their license to the third party and let them manage the whole process. Ms. Hou (侯薏倫), the. 治政大policy says that, if the souvenirs’ student from department of public administration and 立 designs are attractive, then the consumers’ willingness to purchase will follow, but the school. ‧ 國. 學. has not yet implemented any marketing or promoting schemes, so she does not even know. ‧. that the school has the place for selling souvenirs.. sit. y. Nat. The souvenir for National Tsing Hua University’s 100 Years Anniversary is licensed to the. n. al. er. io. third-party to create the design. Ms. Wang (王韻寧), the college student in the NTHU’s. i n U. v. Department of Humanity and Social Science bought a mug, and she thinks that the shape and. Ch. engchi. design of the souvenirs are the most important factors to attract the student to buy it. However, Mr. Luo (羅凱旂), the student at the Department of Material Engineering, thinks that apart from the unique characteristics that represent the school, souvenirs should also be something useful and have artistic values. In addition to granting license to the third-party, the school also holds competition for the students to send in their creative products proposals. The souvenirs that are designed from the students’ perspectives are rich with the school’s unique characteristics and even more popular among the professors and students alike.. 5.

(14) The creative design competition held by National Cheng Kung University (NCKU/成功大學) Art Center (藝術中心), is the first grand competition opening for the students to design the school’s souvenirs. Ms. Yang (楊士蓉) assistant at the division of Visual Arts, NCKU Art Center, states that the main purpose of this competition is for the students to show their creativity, using the student’s perspective to interpret the true spirit of NCKU. There are two phrases in competition process. For those who made it through the initial round. 政治大 described in their written proposal before entering the second round. For the second round, 立 (written proposal submission) will be granted 5,000 NT subsidies to make the products as. ‧ 國. 學. the competitors not only have to make the products, but also other related material ranging from designing the packages to writing the small description card explaining their products’. ‧. special features. All of these procedures are done by the student, and they even have to. sit. y. Nat. calculate the cost of manufacturing and forecast the feasibility of the projects. After the. io. n. al. er. judge’s selection, 「CLIPU」designed by Ms. Hsu (許雅婷) and Ms. Liu (劉宜修) from the. v. department of Industrial Design, NCKU, won the second price and were granted 50,000 NT. Ch. engchi. i n U. reward. Their design shows a breakthrough in terms of creativity, using the paper clips combined with various NCKU’s various symbolic characteristics such as a large banyan tree and Peacock flower (Flamboyant Tree’s flower). All these beautiful designs are very well received by the judges. Figure 4: CLIPU. 6.

(15) “CLIPU” designed by Ms. Hsu (許雅婷) and Ms. Liu (劉宜修) from the department of Industrial Design, NCKU, Source: nckugift.colaz.com.tw/ Figure 5: Tatung Baby. 立. 政治大. ‧. ‧ 國. 學 er. io. sit. y. Nat. Source:http://www.epochtimes.com/b5/tag/%E5%A4%A7%E5%90%8C%E5%AF%B6%E5 %AF%B6.html. al. Different from other universities, Tatung University (TTU/大同大學) does not have any. n. v i n C h souvenirs. However, special planning for developing school’s every year the school holds engchi U. design competition, using the ‘Tatung Baby’ (大同寶寶) as a main theme for designing alumni souvenirs. For examples, jumpsuits (包屁衣) for babies, Family T-shirt (親子裝), however, all these products are only given out for free as gifts for alumni and not for sale. Therefore, they ran out of stock real fast every year. Mr. Lee (李清坤), Director at Development Center, TTU, states that the school often holds a competition or has the professors in the department of design selected promising candidates to do the design, so that the students can participate in designing alumni souvenirs. Even the 7.

(16) alumni reunion invitation card or teacher’s day card are also designed and made by the students. By this means, the students not only get more practical experience but also receive working wages. Mr. Lee also says that “The students love their schools, and they know the school’s culture much better than the outsiders.” With the same amount of budget, the souvenirs made by the students are much more interesting, and they usually give rise to discussion among the students and become a hot issue in the school. By this means, the students will also pay more attention to the school’s activities and changes.. 政治大. Apart from calling for students’ deign proposal; some schools also make use of collaboration. 立. between the school and third party’s brand. With the reputation and guarantee of quality from. ‧ 國. 學. the third party, their products become very popular, giving rise to the new wave of schools’ souvenir fever.. ‧. sit. y. Nat. This year, National Chung Cheng University (CCU, 中正大學) cooperates with American-. io. al. er. style brand to promote the sale of the school’s commemorative hoodies (紀念帽Ｔ), and it. v. n. became really popular. On the launching day (26 October, 2013) only one day, the sale. Ch. engchi. i n U. skyrocketed to over 200 pieces. The people queuing up to buy the hoodies were far more than what they had expected. Ms. Huang (黃迺婷), student from the department of Management, CCU, who was responsible for the sales of school’s commemorative hoodies states that this project initially aimed for making school’s special hoodies, but with high quality and superb design. “We use Harvard University as a model for this project, hoping that in this way we can bring about a new trend in Taiwan’s school uniform culture.” Director of the department of Student Activity at CCU, Mr. Chen (陳懷仁), indicates that, from his point of view, cooperating with the brand makes the products become even more. 8.

(17) attractive. He says “I have known this brand before, therefore I have more confidence in the brand’s quality, style and design”. In order to fulfill the overwhelming demand for the hoodies, CCU also opens the online preorder for its commemorative hoodies after the celebration of school’s anniversary ended. Apart from this, Taipei National University of Arts (TNUA, 台北藝術大學) also cooperate with young artists who just began their careers, along with the brands established by their own alumni and the school’s “KD ARTS shop” (北藝風概念店) using the themed exhibition to. 治政大local brand to do the marketing for sell their products. KD ARTS shop cooperate with urban 立 commemorative printed T-shirt featuring the painting of Mr. Lee Yih-Hong (李義弘), who is. ‧ 國. 學. a master of calligraphic arts. This T-shirt is a limited edition as only 150 pieces were. ‧. produced, and they sold out in only a short period of time. Last year they also cooperated with. sit. y. Nat. the brand designing flower-printing and designed the school’s commemorative table mat,. io. n. al. er. which was also very well-received.. i n U. v. KD ARTS shop manager, Ms. Wu (吳嘉恬) says “Many people might think that arts is. Ch. engchi. something out of reach, but in actual reality, the distance between arts and human is not that far, and arts is actually blended in our daily life.” She also states that she hope that the school souvenir shop can serve as a platform for the artist’s design brand to open their market in the school.. 9.

(18) 3. Overview of NTU, NCCU and NTNU University Gift Shop From the surveys and interviews from the gift shops of these three universities, many interesting viewpoints are articulated. The information gathered can be concluded as following:. 立. 3.1 NTU gift shop review. 政治大. ‧ 國. 學. With regards to the points of sales in NTU, its first point of sale is the NTU Press Bookstore. ‧. (臺大出版中心), a shop solely organized by the university press center. The next one is Coolcode studio x NTU gift store （臺大酷鎷創意工坊）locates on the second floor of. sit. y. Nat. io. er. activity hall number two. This gift shop is fully managed by third party, in other word, it is operated as the third party’s own store or sole agent. The shop operators are granted formal. al. n. v i n C hproduce and designUnew products, all of which NTU will authorization from NTU to launch, engchi inspect the quality before actual manufacturing process. In addition, NTU also earns authorization premium from the sales by portion of percentage. Furthermore, Cool studio also has premium service to serve students who need to design new products such as T-shirt cap or other grocery for their department. The last point of sale of NTU is Café trouvé (找到好東西) or Good Good coffee shop, which is a premium coffee shop near the west gate of NTU. This place used to be a car park exit at west gate of NTU, after renovation in late 2014, the building named “new platform” （新月臺）was built and metallic-styled coffee shop was constructed in this building. The concept behind the interior and exterior design of this shop is 10.

(19) “a sailing boat on the land”, as can be seen from boat lanterns hanging along the shop’s windows, round-shaped windows and a narrow aisle resembling the corridor in a boat, making the customers feel as if they were traveling in a boat. The shop has two stories. The first floor is a coffee and groceries shop which sells postcard, hoodies, bags, and so on. From its price range, it can be observed that this shop positions itself as a premium coffee shop, for examples coffee is 180 NTD per cup and salad is approximately 200 NTD per bowl. In addition, it also has a small walking path linking to the cooperative store of NTU at the back. 政治大. of the store. The second floor is a restaurant that goes by the name “Café trouvé”. However,. 立. the main purpose of this cafe is to serve premium coffee and food for its customers, without. ‧ 國. 學. distributing any NTU products in their store. Nevertheless, this shop has high potential to become a coffee and NTU gift shop business model in the future. One interesting promotion. ‧. of this place is that there is 15 per cent discount for NTU students when purchasing food or. y. Nat. io. sit. beverages for take-away.. er. 3.2 NTNU gift shop review. al. n. v i n C h(NTNU) has a longUhistory in the field of education, arts, National Taiwan Normal University engchi creativity, Chinese language and literature, with abundant researching resources. In order to effectively integrate each unit in the school, to build solid foundation for the development of resources, to encourage scholarly publishing, and to establish a vision of academic status, the NTNU Publishing Center (出版中心) has been built in the basement of the library. This place houses valuable resource and develops various types of new products and new services. Its main responsibilities include planning, editing, and printing NTNU publication, as well as other related operations with regards to books, flyers, publications and other media of NTNU.. 11.

(20) More importantly, it is also in charge of building the “NTNU” (師大) brand through various marketing channels.. Publishing Center’s functions are as following: 1. Publishing function: Responsible for the publication, edition and distribution of school’s paper and digital publications, information bank and teaching materials.. 政治大. 2. Sound publishing function: Responsible for the publication and sale of compact discs,. 立. tapes, and records.. ‧ 國. 學. 3. Wholesale/retail function: Responsible for the distribution of educational materials, musical instruments, and recreational supplies: the distribution of books and stationery, as well as. ‧. school souvenirs, arts and creative products, multimedia and other commodities.. sit. y. Nat. io. er. 4. Intellectual property/trademark functions: Responsible for the purchase and sale of patents, trademarks, economic rights and other intangible assets. The center also manages asset. n. al. Ch. evaluation and other licensing-related business.. engchi. i n U. v. With regards to the NTNU souvenir manufacturing and distribution, the Publishing Center does the long-term plan for designing and selling of NTNU creative products and souvenirs, as well as planning for NTNU brand building in the future, with the utmost goal of making a breakthrough in university’s publication industry. Therefore, the main upstream of NTNU gift shops comes from two places. First, the gift shop corner in the NTNU library, with the operating size of approximately 12 square meters. It is an open-space gift shop (Figure 6) locating on the left side of NTNU front gate. The people. 12.

(21) who pass by can see the shop from glass windows on the first floor of the library. It is operated by one part-time student. Also, there is a coffee stall outside the library, with around 10 tables in the open-air area. Second is the Wen Huei hall, which was partly destroyed by fire accident in 1997 and closed for renovation from 2009 to May, 2011. This place is full of memories that are shared among people of NTNU and has become one of NTNU’s main attractions. Currently, Wen Huei Hall is a recreational space for students, offering a space for reading, drinking coffee and showcasing the university’s creative products.. 政治大. Figure 6: NTNU Library gift shop.. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Source: Survey (April 2015). Table 2: The point of sale from each university gift shop University NCCU NTU. Number of shops 1 3. Name of shops 1.) Alumni Center 1.) NTU Press Bookstore (臺大出版中心) 2.) Coolcode studio x NTU gift store （臺大酷鎷創意工坊） 13.

(22) NTNU. 3.) 1.) 2.) 3.) 4.). 4. Café trouvé (找到好東西) NTNU Library Wen Huei Hall Gongguan area Linkou area. Source: observation and interview 陳首蓁 (April 2015). 4. Comparing NCCU and NTNU Gift Shop Based on NCCU database from Secretariat Division on the 6th floor of NCCU administration. 政治大 several interesting information are worth observing. The data collected will be presented in 立. building and NTNU database from the Publishing Center at the 8th floor of NTNU library,. three main parts 1) flow-in of people accessing the shop, 2) turnover per month in the year. ‧ 國. 學. 2014, and 3) the top three best-sellers in the gift shops. The criteria for selecting the shops for. io. sit. Nat. 4.1 General Information of the Selected Two Shops. y. ‧. this analysis is their potentiality for generating sale turn per year in both universities.. n. al. er. Table 2: NCCU Alumni center overview. i n U. v. Left side of NCCU main gate inside “Alumni center” building 11605 台北市文山區指南路二段 64 號 Monday to Friday: 10:00 a.m. - 5:30 p.m. Saturday: 8:30 a.m. - 5:30 p.m. Website http://secrt.nccu.edu.tw/web/main.html Contact number TEL：02-29393091‧ FAX：02-29379611 Operation type Alumni service center with NCCU gift shop Operation area 47 square meter of service center 57 square meter of meeting room Workforce 2-3 people Manage by Secretariat department Source: http://secrt.nccu.edu.tw/web/main.html Location Address Open Hours. Ch. engchi. 14.

(23) Secretariat Division of National Chengchi University (NCCU) is responsible for Alumni Service. Their main responsibilities include coordinating sectional operations, planning the university’s fundraising projects, providing NCCU alumni services, planning and managing NCCU Smart Card project and selling and promoting NCCU souvenirs and gifts.. Table 3: NTNU gift shop overview. 政治大台北市大安區和平東路一段 162 號立. Location. Left side of NTNU library main entrance gate. sit. y. TEL:886-2-77345291 FAX:886-2-23937135. n. al. er. NTNU gift shop. io. Operation type. http://eshop.ntnu.edu.tw/. Nat. Contact number. Saturday to Sunday: 9:00 a.m. - 19:00 p.m.. ‧. Website. Monday to Friday: 8:00 a.m. - 10:00 p.m.. 學. Open Hours. ‧ 國. Address. i n U. Operation area. 25 square meter of service center. Workforce. 1 people. Manage by. Publishing center (出版中心). Ch. engchi. Source: http://eshop.ntnu.edu.tw/. 15. v.

(24) 4.2 Monthly Data sheet of customer inflow between 2 universities. Current. staff. student. staff. 145. 4. 323. 25. 27. 29. 553. February. 143. 1. 165. 8. 15. y. 16. 348. March. 175. 1. 318. 58. 34. 616. April. 153. a l0. 174. 27. 7. 7. 368. May. 204. 0. 14. 22. 646. June. 156. 0. 723. 50. 41. 137. 1,107. July. 317. 0. 181. 15. 21. 32. 566. August. 205. 0. 272. 19. 20. 48. 564. September. 239. 18. 1192. 0. 58. 25. 1532. October. 225. 37. 542. 25. 56. 36. 921. November. 216. 11. 705. 26. 72. 46. 1,076. December. 202. 14. 813. 59. 72. 20. 1,180. Nat. io. n. Ch. Foreigner. 35. er. January. Alumni. ‧ 國. Current. ‧. Month. 學. Retire. sit. 治政大 center (per headcount) Table 4: 2014 Customer inflow of NCCU alumni 立. i n U. 373g c h i 33 en. 16. v. Visitor. Monthly Total.

(25) Annual Total. 2380. 86. 5781. 345. 438. 452. 9477. Proportion. 25%. 1%. 61%. 4%. 5%. 5%. 100%. Source: Alumni center (Cao Shanling -曹珊綾) The data from Table 4 with the focus group of customer who visit NCCU Alumni center indicates that 61% of customers are current students of NCCU and around 21% is alumni visiting alumni center. These numbers apparently show that most customers coming to Alumni Center pay attention to the souvenir products and only the handful number of people. 治政 that visit without making any purchase. Therefore, it is obvious 大 that there are two main 立 reasons for people visiting Alumni Center; alumni are most likely to visit for the alumni ‧ 國. 學. service, whereas current students, current staffs, foreign students and visitors are most likely. ‧. to make their visit for NCCU souvenirs.. sit. y. Nat. n. al. er. io. Table 5: 2014 Sale transaction of NTNU Gift shop. Month. Sale transaction (Time). Count by human. Ch. e(NTD) ngchi. i n U. v. Count by Cashier. Total. (NTD). (NTD). January. 125. 57,924. 7,095. 65,109. February. 125. 55,696. 5,187. 60,883. March. 227. 111,275. 7,925. 119,200. April. 96. 24,632. 10,462. 35,094. May. 134. 52,290. 38,823. 91,113. June. 170. 60,173. 8,026. 68,199. July. 107. 28,889. 2,822. 31,711. 17.

(26) August. 88. 23,180. 10,047. 33,227. September. 158. 31,094. 4,795. 35,889. October. 145. 57,902. 6,321. 64,223. November. 188. 108,728. 14,602. 123,330. December. 240. 154,369. 15,385. 169,754. Source: Publisher center (Chen, Shou-zhen 陳首蓁). -. 政治大. Table 6: Comparing sale turn and sale transaction of NCCU and NTNU gift shops. 立. Sale Amount. Sale transaction*. Sale Amount**. (Time). (NTD). (Time). (NTD). 125. 65,019. 83. 41,298. 125. 60,883. 52. sit. 25,988. 92. 46,002. 55. 27,482. ‧. Sale transaction. er. ‧ 國. NCCU. 227. April. 96. May. 134. 91,113. 97. 48,243. June. 170. 68,199. 166. 82,670. July. 107. 31,711. 85. 42,268. August. 88. 33,227. 85. 42,119. September. 158. 35,889. 230. 114,408. October. 145. 64,223. 138. 68,779. November. 188. 123,330. 161. 80,355. n. al. y. March. io. February. Nat. January. 學. Month. NTNU. 119,200. C h 35,094 engchi U. 18. v ni.

(27) December. 240. 169,754. 177. 88,121. Total. 1,803. 897,642. 1,422. 707,733. * Estimated number of sale transaction coming from the number of customer flowing into shop multiples by the conversion rate of 15%, the number of customer inflow also includes those coming for alumni service purpose. **Estimated number of sale volume coming from the proportion of sale transaction each month, based on the actual number of NCCU customer inflow.. 政治大 terms of sale transaction and total sale amount of gifts, with around 22% greater than NCCU 立. From Table 6, it can be observed that in 2014 NTNU gift shop had more competitive result in. ‧ 國. 學. gift shop, or in other words, with the different gap of 189,909 NTD of sale turn and 381 times greater in terms of customer inflow. This table also indicates peak season for gift sales in. ‧. different periods of time, it could possibly due to special events of each universities, for. sit. y. Nat. example the commemoration day. The peak months for gift sales in NTNU are March, June,. io. al. er. November and December, whereas for NCCU, the peak periods are June, September,. n. November and December. However, same pattern of peak sale periods at the end of year in 4th. Ch. engchi. quarter can be observed from this data.. 19. i n U. v.

(28) 治政大 5. Business Model Proposition 立 ‧ 國. 學. The vision of "U Shop" - coffee and grocery shop are to be the first coffee and grocery shop in National Cheng Chi University, and to become a place where students, staffs, visitors or. ‧. even tourists drop by to visit and share their own stories over a cup of coffee. The concept of. Nat. sit. y. this shop is to create a sale channel and facilitate customers to reach NCCU souvenirs, since. n. al. er. io. at present many students still do not know where to access in order to purchase.. Ch. i n U. Table 7 provides a summary of business model structure.. engchi. v. Table 7: U shop Business Model Canvas 1-Customers Segments Who are we creating value for? -NCCU students, professors, staffs, -Residents living in campus area -Visitors 2- Value Proposition What value do we deliver to the customer? U Shop strives to provide a high-quality coffee with reasonable price in relaxing atmosphere, coupling with innovative products and souvenirs for NCCU students, professors, staffs and visitors - To maximize utility of existing space to provide more functional selling and 20.

(29) promoting channels for university souvenirs, along with coffee and gift shop business model -To create a relaxing environment from unique decorative features and existing NCCU environment -To create NCCU culture through physical shop.. 3- Channels -How do we reach our Customer Segments? -Through U Shop coffee and gift shop -Through existing customer referrals -Through social media advertising. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 21. i n U. v.

(30) 4-Customer Relationships -What kind of relationships do our Customer Segments expect? -Personalized design to suit customer needs. (Souvenir) -Coffee and sweet tasting (Coffee) -Open space for student activity. 5-Revenue Streams What value are our customers willing to pay for? -Beverage and food (average of 70% revenue from retail price) -Souvenirs (average of 60% revenue from retail price). 政治大. 6-Key Resources What Key Resources do our Value Propositions require? -Professional know-how of souvenir design and customization option -A dedicated work force to deliver superior service. 立. ‧ 國. 學. ‧. 7- Key Activities What Key Activities do our Value Propositions require? - Awareness of NCCU souvenirs - Marketing & Sale - Design center. n. er. io. sit. y. Nat. al. 8-Key Partners Who are our Key Partners? -Coffee and food products suppliers -Secretariat department. -Others NCCU departments. Ch. engchi. i n U. 9-Cost Structure What are the important costs inherent in our business model? -Costs associated to product design -Costs associated to beverage and food. 22. v.

(31) 5.1. U Shop Concept U Shop provides innovative business model of coffee and NCCU souvenirs in the one-stop service shop. We provide high quality coffee with reasonable price along with NCCU innovative gifts and serene environment, imagining the fragrance of aromatic coffee in NCCU signature mug and the enjoyment of work and study experience sharing with NCCU students. It locates nearby campus front gate, meaning it is highly conveniences\ and easy to access shop.. 立. ‧ 國. Set up a permanent and eye-catching NCCU gift shop to show the students and. ‧. . 學. 5.2. Mission. 政治大. general public the NCCU culture through its coffee and gift shop.. sit. y. Nat. . Create a customer base by promoting their understandings and creating demands for. n. al. er. Point out to potential customers, driving the awareness of NCCU culture.. io. . Ch. engchi. i n U. v. the NCCU souvenirs to assure business sustainability. . Mix business model to suit the diversified customer segments.. 5.3. Keys to Success . Open space for connecting student community in the campus.. . Quality products and reasonable price with storyline.. . Customized and well-designed souvenirs and other functional products that best suit customer needs.. 23.

(32) 5.4. Objectives . First year; Annual gross profit NTD 4.56 M with net profit NTD 319 K which cash flow self-sufficiency.. . Second year; End year cash NTD 1 M with paid all total bank loan interest which is NTD 200 K Fifth year; Annual gross profit NTD 4.56 M with net profit NTD 319 K. 政治大. which paid all long-term debt.. 立. 學 ‧. ‧ 國 io. sit. y. Nat. n. al. er. . Ch. engchi. 24. i n U. v.

(33) 6. Company summary U Shop will operate in a 117 square meters coffee and gift shop locating in the campus under NCCU brand. The business will be established with 2 partial investing parties, including NCCU and the third party. The proportion of investment is half-half with the $1,082,000 of start-up funds from those 2 parties combined. Moreover, bank loan option is added with 40% of investment proportion.. 政治大 NTD in the fifth year. As U Shop will strive to maintain a 60% gross profit margin and 立. The company is expected to grow sales revenue from 4,561,659NTD in FY2016 to 7,162,913. ‧ 國. 學. reasonable operating expenses, it will see net profits grow from 319,992 NTD to 1,669,811 NTD during the same period.. ‧. 6.1 Company ownership. y. Nat. er. io. sit. The ownership of the company is subject to further discussion with NCCU Secretariat Department. In this business plan, however, it is assumed that company ownership is NCCU. n. al. Ch. Secretariat Department 50% and the third party 50%.. engchi. i n U. v. 6.2 Start-up Summery The preparation timeline will be from Sep 1st of 2015 to Jan 1st of 2016 (Chart 1) Interior design will adopt the warm vintage style. The original floor plan, 2D floor plan and 3D floor plan will be included in figure 7, 8, 9 and 10.. 25.

(34) Chart 1: The time line of start-up. 政治大. 立 Figure 7: Original floor plan. ‧ 國. 學. Operation area: 47 square meter and 57 square operation area.. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. Source: NCCU Property management department. 26. i n U. v.

(35) Figure 8: U Shop 2D floor plan. 立. 政治大. ‧. ‧ 國. 學. Source: http://www.floorplanner.com/ Design by Nitichai J.. y. Nat. n. al. er. io. sit. Figure 9: U Shop 3D floor plan A. Ch. engchi. 27. i n U. v.

(36) Figure 10: U Shop 3D floor plan B. 立. 政治大. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat 6.3. Start-up expense. Ch. engchi. i n U. v. From the interview with coffee shop owners, start-up cost and expense are primarily based on the real case of coffee business, which customer size can be estimated at 50 people during its full operation period. The data breakdown is illustrated in the equipment table and start up expense table respectively.. 28.

(37) Table 8: Equipment table Equipment Cost Refrigerator 60,000 6 Tables (Outside) 15,000 6 Tables (Inside) 15,000 Sound system 5,000 POS system-PC 15,000 Software 100 Dishes glass 30,000 Signage 12,000 Uniform Shirts 20,000 Display stand 2,900 Microwave & Oven* 120,000 Gas stove 20,000 Gas pipe 5,000 Coffee maker* 100,000 Outdoor Umbrella 12,000 50 chairs 25,000 *Machines are purchased with five-year rental condition.. 學. Nat. Table 9: Investment Proportion. n. al. er. io. sit. y. ‧. ‧ 國. 立. 政治大. i n U. v. Funding method Party Self-fund Bank Loan Amount % Amount % University 300,000 27 241,000 23 Third party 300,000 27 241,000 23 Total *Show proportion of total available cash in Table 6. Ch. engchi. 29. Total Amount 541,000 541,000 1,0821,000*. % 50 50 100.

(38) Table 10: Start-up Summary Unit in NTD 100,000 457,000 275,000 150,000 100,000 1,082,000*. Startup cash Owner's initial cash contribution Equipment loan Remodeling Loan Operating Loan Investors Total Available cash Total cost of capital equipment Beginning Inventory Building rent Equipment Legal Fees Accounting fees Licenses & Permits Remodeling work (Design/ construct) Deposits (Public utilities, etc.) Advertising (grand opening, etc) Promotions Other. n. Beginning Cash Balance. y. sit er. io. al. ‧. Nat. Total start-up Expense. 學. 457,000 5,000 7,500 7,500 275,000 3,000 16,000 15,000 10,000. ‧ 國. 立. 75,000 政治 180,000大. Ch. i n U. 1,051,000. e n g c31,000 hi. 30. v.

(39) 6.4. SWOT Analysis Table 11: SWOT Analysis Strengths. Opportunities.    . Threats. Price war with competitors. Easy to copy the business model. Many coffee shops in nearby area. Substitute products (other gift offer). ‧. ‧ 國. Expand social networks. Gain reputation for NCCU. Cooperate with other schools. Competition is nonexistent High attractiveness of new business feature Filling the gap of customer demand with difference target segment.. Nat. io. sit. . 立. 政治大. 學.     . . Lack of focus on specific product. Lack of marketing experience. Weak culture of buying NCCU souvenirs Previous bad impression about oldfashioned souvenir design. y. .   . Networks from NCCU. New Business Model. NCCU brand which already exist in market. Convenient and easy to access shop.. n. al. er.   . Weaknesses. Ch. engchi. 31. i n U. v.

(40) 7. Market analysis summary In this part, the market will be analyzed into two parts: coffee shop part and souvenir part. The coffee consumption and the number of coffee shops in Taiwan are increasing year by year. Here is some macro coffee statistics from 2015 Taiwan International Tea, Coffee and Wine Expo’s coffee and tea import-export data.. 政治大. Chart 2: Import of Taiwan coffee been 2003-2011. 立. ‧. ‧ 國. 學 er. io. sit. y. Nat. al. n. v i n Ch Source: http://www.chanchao.com.tw/nov/market.asp engchi U According to Taiwan Coffee Association statistics, in 2011, Taiwanese coffee consumption has reached 100 cups per person per year. The growth rate of Taiwan import coffee bean is more than 7% each year. Due to the increasing demand of Taiwanese coffee drinking, the market is expecting to grow by 15% over next 5 years/. 32.

(41) Chart 3: Import of Taiwan Tea 2003-2011. 立. 政治大. ‧ 國. 學. Source: http://www.chanchao.com.tw/nov/market.asp. ‧. Tea culture is deeply rooted in Taiwanese daily life. According to Taiwan Tea Manufacturers’. Nat. sit. y. Association research, average tea consumption in Taiwan is 1.7KG / person each year, mainly. n. al. er. io. from imported tea. High quality Taiwanese tea production was 17,467 tons in 2011; export to Japan, Europe North America and Mainland China.. Ch. engchi. i n U. v. 7.1 Market segmentation and size. For micro market perception, as our U shop focuses on the people living nearby NCCU. The majority of this group is NCCU students, and approximately 90% of the students have less than 25,000 NTD incomes per month. The reason this target consumers is chosen is that they are majority market customer in this area. In addition, U shop locates exactly at main gate of NCCU. However, there are also visitors, NCCU working staffs, professors and residents living in the area. We also have to take them into account as medium to high income generator. By choosing this segment we position ourselves as medium-price segment.. 33.

(42) In order to calculate all potential customers; there are 3 groups of customers, including NCCU students and staffs, residents living in the area and visitors.. Table 12: The number of NCCU students enrolled in academic year 2014. Update. Total. Over Residency. th. 2014 October 15. Distancelearning Student. Bachelor’s 9,639 658 517 Degree Student Master’s Degree 3,816 1,101 523 Student Master’s Degree Student (On the 1,625 526 1 Job) Doctoral Degree 973 453 133 Student Total Number 16,053 2738 1,174 Source: http://aca.nccu.edu.tw/download/rulesdata/103stu_tea_rate.pdf. 立. 政治大. ‧. ‧ 國. 學. 8,464 2,192 1,098. 387 12,141. n. al. er. io. sit. y. Nat. Group1 - NCCU students.. Student under the University’s System. Ch. i n U. v. Therefore, the exact market size of student staying in and off campus is 14,879. This number. engchi. comes from the total number of student subtracted by distance-learning students who are most likely to study through E-earning and seldom come to campus. From NCCU office and academic affairs the total number of teachers in this campus is 1,107 and 603 of NCCU staffs respectively. Therefore, total amount of market size is 16,589.. 34.

(43) Group 2, residents living in 250 meter radius area around the campus. NCCU locates in Wenhan district, as indicated in the information below. Figure 11: Wenshan Population.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Source: http://www.citypopulation.de/php/taiwan-admin.php?adm2id=6300008. Hence, it can be roughly calculated that our scope area is 250 meter radius from campus, or roughly 0.2 square kilometer, therefore the estimate population living nearby NCCU camps is 1,706 people.. 35.

(44) Group 3, the number of visitors visiting NCCU for the purposes of attending seminars, handling administrative issues and others is approximately around 3,500 persons per annum. Table 13: Target universe. Market size (Amount) Market size (Percentage). NCCU student 14,879. NCCU Professor 1,107. NCCU staff 603. 68%. 5%. 3%. 立. Residents live nearby 1,706 Total 8% Total. 政治大. 學. Chart 4: Distribution of Potential Customers. ‧. ‧ 國. 7.2. Potential Customers summary. n. er. io. sit. y. Nat. al. Ch. engchi. 36. i n U. v. Visitors* 3,500 21,795 16% 100%.

(45) 7.3 Existing competitors As U shop is primarily divided into 2 parts that are coffee and gift shop. Hence, in terms of competitors, it is more competitive when comparing to other gift shops nearby NCCU, as there is only one gift shop in this area which is Taipei Zoo gift shop and its operational area is totally different in comparison to our segment. With regards to the coffee shops in this area, there are 3 types of existing coffee shops which are Chain coffee shop, independent coffee shop and convenient store. . 政治大 Chain coffee shops: They occupied the majority share of coffee consumption market. 立. ‧ 國. . 學. Their branches are built all over Taiwan.. Independent coffee shops: There are numerous independent coffee shops in Taiwan.. ‧. Their uniqueness and special image attract urban coffee lovers who want more than. y. sit. Convenient shop: They join the market with low-priced coffee, since they offers. io. al. er. . Nat. drinking some liquid from disposable cup, these shops are our main competitors. v. n. alternative options for customers walking into their store. Customers can spend much. Ch. engchi. i n U. less money to get a cup of coffee anytime they want in the convenient stores. Below is the data of potential competitors that are coffee shops locating within 250 meter radius from center of NCCU campus. (Table 14). 37.

(46) Table 14: List of coffee shops nearby NCCU Name. Type of shop. Starbucks Mita Apt Coffee shop Cozy Coffee shop 道南館. Chain coffee shop Chain coffee and Italian restaurant Independent coffee and light meal restaurant Independent coffee and light meal restaurant Independent coffee shop. Mochi Coffee Name. Independent coffee and light meal restaurant Type of shop. 政治大. Mr. Ku Coffee Independent coffee and light meal restaurant Dicty Coffee Independent coffee stand Here Coffee Independent coffee and Italian restaurant Dragon Horn Independent coffee shop Independent coffee and restaurant 水岸咖啡 Source: Survey (2015 April). 立. 學. 50-100 Price/coffee cup (NTD) 50-80 35-80 80-120 60-80 80-150. ‧. ‧ 國. Price/coffee cup (NTD) 100-150 50-70 80-110 60-100 80-100. sit. y. Nat. 7.4 Products and Price. n. al. er. io. U shop will have 2 main product categories including food/beverages and NCCU souvenirs.. i n U. v. First point is that product and price of our coffee will be based on marketing survey. Ch. engchi. conducted in NCCU campus area, in 500 meters radius from the campus’s center. The information here is provided by two coffee shop owners, Apt. coffee shop owner 蔡明峰 and Here coffee shop owner 蔡明儒. 7.4.1 Coffee and souvenir Product list Based from survey data mostly customer is majority of customer prefer coffee products at price range 100-199 NTD per one time of order, and souvenir product at price range100-249 NTD per one time of order. Here below is our first draft of Coffee and souvenir Menu.. 38.

(47) Table 15: Beverage & Food Menu list Item U Shop’s Signature Coffee Americano Espresso Latte Cappuccino Mocha Caramel Macchiato U Shop’s Signature Milk Tea Green Tea Latte Chocolate Au Lait Lemon Tea Earl Grey Tea Oolong Tea English Breakfast Tea Lemonade Apple Juice Honey Lemon Soda Apple Soda Green Tea Latte Smoothie Chocolate Smoothie Coffee Smoothie Strawberry Yogurt Smoothie Blueberry Yogurt Smoothie Original Waffle Peanut Butter Waffle Chocolate Waffle with Ice-cream Tiramisu Strawberry Mille Crepe Cake Vegetarian Sandwich Tuna Sandwich Ham Cheese Sandwich. y. sit. er. n. Ch. ‧. io. al. Target Students Students Students Students Students Students Students Students Students Students Students Students Students Students Students Students Students Students Students Students Students Visitors/Staffs Visitors/Staffs Students Visitors/Staffs Visitors/Staffs Students Visitors/Staffs Students Visitors/Staffs Visitors/Staffs. 學. ‧ 國. 立. Type Beverage/Coffee Beverage/Coffee Beverage/Coffee Beverage/Coffee Beverage/Coffee Beverage/Coffee Beverage/Coffee Beverage/Tea Beverage/Tea Beverage/Tea Beverage/Tea Beverage/Tea Beverage/Tea Beverage/Tea Beverage/Others Beverage/Others Beverage/Others Beverage/Others Beverage/Others Beverage/Others Beverage/Others Beverage/Others Beverage/Others Sweets Sweets Sweets Sweets Sweets Light Meal Light Meal Light Meal. 政治大. Nat. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 29 30 31 32. engchi. 39. i n U. v. Price 60 50 50 55 60 65 65 60 55 55 50 45 45 45 50 50 60 60 70 70 70 75 75 70 85 90 80 90 80 110 115.

(48) Table 16: Souvenir Menu list No. Item 1 420c.c.保溫瓶 420 c.c. Thermos 2 360c.c.保溫瓶 360 c.c. Thermos 3 指南山下一甲子 Polo 衫 NCCU 60th Anniversary of Establishment in Taiwan Polo shirt 4 指南山下一甲子 T shirt NCCU 60th Anniversary of Establishment in Taiwan T shirt 2014 NCCU T shirt (Blue) 5 2014 NCCU T shirt (Red) 6 7 指南山下一甲子馬克杯經典 NCCU 60th Anniversary of Establishment in Taiwan Mug (Classic Design) 8 指南山下一甲子馬克杯朝氣 NCCU 60th Anniversary of Establishment in Taiwan Mug (Morning Breeze Design) 9 短袖帽 T 系列 Hoodies (Short-Sleeved Series) 10 103 學年度行事曆 - 遠足日 2014 School Calendar (Hiking Day Design) 11 行事曆復刻版筆記本 No7(遠足日) 2014 School Calendar Replica Notebook (Hiking Day Design) 12 校慶礦泉水 School Anniversary Spring Water 13 指南山下一甲子玉米環保杯 NCCU 60th Anniversary of Establishment in Taiwan (Environment-Friendly Corn Cob Mug) 14 青花瓷紙膠帶 Porcelain-pattern Paper Tape 15 貞下啟元紙膠帶 “貞下啟元” Paper Tape. 立. 政治大. 390 490 350 350 350 250. 250. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. 16. Price 490. Ch. engchi. 指南山下一甲子運動毛巾. i n U. 390 150. v. 80 18 350. 109 109 250. 40.

(49) 20. 21 22. ‧. 貞下啟元 - 證件套 “貞下啟元” Card Holder. 25. 貞下啟元 - 明信片 (一套三款) “貞下啟元” Postcard (3 Styles in 1 Set). 20. 60. 25 50. io. n. al. 150 35. y. Nat. 24. 26. 490. 學. 23. 立. 政治大. sit. 19. 250. Ch. 45. er. 18. ‧ 國. 17. NCCU 60th Anniversary of Establishment in Taiwan Sports Towel 1927 運動毛巾 1927 Sports Towel 指南山下一甲子 - 大書包 NCCU 60th Anniversary of Establishment in Taiwan - School Bag 指南山下一甲子 - 校歌扇 NCCU 60th Anniversary of Establishment in Taiwan –Fan Printed with School Anthem 指南山下一甲子 - 環保袋 NCCU 60th Anniversary of Establishment in Taiwan – EnvironmentFriendly Bag 指南山下一甲子 L 資料夾 NCCU 60th Anniversary of Establishment in Taiwan – L-Shaped Folder 校歌雙層 L 資料夾 NCCU 60th Anniversary of Establishment in Taiwan – Double-Layered LShaped Folder 貞下啟元金屬胸針 “貞下啟元” Metal Brooch. i n U. 連帽外套系列 (紅、藍、灰款) NCCU Long-sleeved Hoodies (Red, Blue, Grey) *Subject to change due to product evaluation afterward.. engchi. 41. v. 990.

(50) 7.5 Target market survey With regards to marketing practices, based on the advice from Professor Lynn Y.S. Lin, Ph.D. who teaches practical new product development and marketing at NCCU. Lin system will be applied for the product and service development process as following: . Concept generation. . Concept test/ screening. . Expert panel product test. . Beta testing. . Launching. 政治大. 立. ‧ 國. 學. Therefore, we are currently at phase two, concept and product test. Here, we divide our. ‧. survey into four parts;. y. Nat. n. al. er. io. 2. NCCU souvenir. sit. 1. Personal information. Ch. 3. Coffee shop perception 4. U shop feedback. engchi. i n U. v. The result of the survey conducting from 100 questionnaires about the willingness of potential customers is illustrated below (Appendix 1).. 42.

(51) Chart 5: Survey (Personal Information). 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 43. i n U. v.

(52) Chart 6: Survey (NCCU souvenir perception). 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 44. i n U. v.

(53) Chart 7: Survey (Coffee Shop Perception). 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 45. i n U. v.

(54) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 46. i n U. v.

(55) Chart 8: Survey (U shop Feedback). 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 47. i n U. v.

(56) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Source: https://docs.google.com/forms/d/1Mut0gkXVUE3SlWsbsZyhaq67IJDWq5ehkx8ugpPbjTI/viewanalytics. 48.

(57) 7.6 Target Market Segment Strategy As the value proposition comes in the form of a new business model, the establishment of coffee and gift shop is to accurately target customer to step into shop. The first step is to spread the concept of new business model, and after this message reaches the customers, it can generate more traffic into the shop. This first step is called “differentiated (segmented) marketing”. In Principle of Marketing (Philip Kotler, 2010), it is mentioned that it decides to target several market segments and design separate offers for each.. 政治大 Consequently, when the market already have a certain level of awareness about the shop and 立. ‧ 國. 學. have a good feedback, market segment strategy shall focus more on micro marketing so as to enhance NCCU student’s awareness of NCCU souvenirs. Kotler also mentions that micro. ‧. marketing is the practice of tailoring products and marketing programs to suit the tasted of. y. sit. io. Figure 12: Marketing targeting strategies. n. al. er. Nat. specific individuals and locations.. Ch. engchi. Source: http://marketing-insider.eu/market-targeting/. 49. i n U. v.

(58) 8. Strategy and Implementation Summary U Shop’s main strategy is to introduce a virtually new concept of innovative and friendly environment of coffee and gift shop platform. The company leverages on its advantage of being the first and only company in this model in Taipei, brand equity of NCCU product and innovative product design from students.. 8.1. Competitive Edge. . Extensive network of souvenirs into others university.. 學. . 政治大 Innovative of product design from outside-in; everyone can share their idea. 立 Proven know how on the fields of souvenirs.. ‧ 國. . New and creative concept with no match in the market.. . Open space that welcomes every department to show and share their idea.. ‧. . sit. y. Nat. n. al. er. io. 8.2. Marketing Strategy. Ch 8.2.1. Positioning Statement. engchi. i n U. v. U Shop is a unique coffee and gift shop that offers its own signature coffee and innovative souvenirs under NCCU brand to NCCU students, professor, staffs, residents living nearby and visitors. U Shop is a relaxing and serene space that offers an easier, more innovative environment while staying within the NCCU campus to its customer, or to the people who are looking for inspiring and memorable gift. Our products are also open in terms of idea proposal and idea sharing in order to consistently improve the products to best suit the customers’ need.. 50.

(59) 8.2.2. Pricing Strategy The company strives to provide the best price that could satisfy customer’s demand. Therefore, we position ourselves between chain coffee shops and individual coffee shops. However, at the initial phase, we focus on establishing an individual coffee shop, and hence the price of coffee is approximately 60 NTD per cup, whereas sweet is 70 NTD per dish and light meal is 100 NTD per dish. Afterwards, we have to look at our brand equity in order to push our price up to medium to high price (trading up). However, apart from our survey data. 治政 it is possible to continue with 100-199 NTD product price 大range. 立 ‧ 國. 學. With regards to souvenirs, there is still a huge question mark on brand awareness and brand identity. Most NCCU products at present are not perceived to be an eye-catching product.. ‧. From the survey, product perception is comparable to an old man around 50-60 of age.. sit. y. Nat. However, after improving and inventing the new designs, NCCU souvenirs can set up price as. io. al. er. 100-249 NTD per time of purchase. The primary products for sale are NCCU Hoodie, coffee. n. mug and small bag respectively.. 8.2.3. Promotion Strategy. Ch. engchi. i n U. v. Enhancing the image of the shop is our first priority. Fortunately, NCCU brand is not something new in the market as everyone already knows and recognizes brand. However, our coffee and gift shop model is still a new thing in campus. Therefore, there are plenty of possible strategies; Public Relation Strategy – advertise and promote through NCCU university newspaper, NCCU website and leaflets. As of now, those channels are the strong communication windows for advertising NCCU new brand coffee gift shop.. 51.

(60) Personal Strategy – promote through NCCU students who are eager to work as a brand ambassador for the brand new product of NCCU. We will recruit staffs from university, and after recruitment we will provide our employees with training programs. If the building is the body, our staff will be the brain and heart of NCCU gift shop. They will be responsible for the image of our shop. Packaging Strategy – all product packages must be embellished with background stories – where does it come from and how it comes to be what it is – in order to let customers know. 政治大. and have some cognitive about its value. This tactic is similar to many Japanese products that. 立. use this strategy to launch in the market. In addition, the limited offer is also a strategy to. ‧ 國. 學. attract customers who love extraordinary products. This policy will make our inventory easier to manage and control the quality of our products.. ‧. sit. y. Nat. Price promotion strategy – as recommend from owners of coffee shop, the best strategy is to. io. more customer into shop.. er. offer 10-20% discount for all products during the first 2 weeks in order to promote and pull. al. n. v i n C h choose to pick U Service strategy – Our customer can e n g c h i up their products by themselves at the shop without waiting time.. 8.2.4. Placing strategy U Shop will be located in the most strategic place – right next to the main gate – where there is the highest possibility that customers will pass by. This location is originally easy to access and has quite friendly and relaxing environment. It can be observed that a lot of NCCU students come to enjoy their readings and small meals together with friends, not only the noon. 52.

(61) but night also. Therefore, it perfectly fits the atmosphere we need for our shop and our vision to create a nice and easy moment for our NCCU friends and visitors.. 8.3. Sales Strategy The sale strategy focuses in 3 aspects, first is offering irreplaceable experience for customer, second is offering customized designed products for customers, and third is offering an open area for free-style activities and experience sharing. The details are illustrated below:. 政治大 will help to manage marketing 立and promoting campaigns for those products. We sell what you. U product campaign – customizing products to suit customers’ special needs and U shop. ‧ 國. 學. exactly want.. U space campaign – As NCCU has many faculties and departments and we believe that each. ‧. faculty has its own strength and idea. The best way to employ these assets is to let the students. y. Nat. sit. show and share their valuable idea to our NCCU community. Our staffs will cooperate with. n. al. er. io. the students to let they share their idea and to manage the proper place for them to hold their. i n U. v. own special events. For instance, we will have a space for playing music for people who want to share their music story.. Ch. engchi. U Contest – This strategy comes from the contest held by National Cheng Kung University (NCKU). In this U Contest, NCCU will cooperate with the Secretariat Department to hold a contest, and the main purpose of this competition is for the students to show their creativity, using the student’s perspective to interpret the true spirit of NCCU. Co Brand – This strategy comes from the Mao Kong cable car, which adopts “Hello Kitty” as its co-brand to promote their services and products with this well-known brand. It is also a. 53.