Performance of Major Franchised Takeout-Tea Brands in Taiwan Author: Spring C. Hsu

Page: 791-799

Performance of Major Franchised Takeout-Tea Brands in Taiwan

Author: 

Spring C. Hsu

Abstract

With the growing takeout-tea market in Taiwan, consumers have more diverse selections of products, and takeout-tea shops in return have launched a variety of products and promotions to meet the demand. However, in recent years, the takeout-tea market in Taiwan has saturated, the analysis of operating efficiency for all brands have become the important topic of business management. Therefore, this study selected main 12 franchised takeout-tea brands in Taiwan for the scale efficiency analysis. Moreover, this study deploys the data envelopment analysis (DEA) method for the efficiency analysis. Results of this study show that, for the franchised takeout-tea brands, pursuing either the high quality or simply low-cost can get the good scale efficiencies; in contrary, the unclear brand image or middle-class brand positioning may lead to relatively low scale efficiencies. Furthermore, the analytic structure of this paper can apply to practical studies on other chain franchised business.

Key words: franchised takeout-tea brands, brand positioning, revenue, scale efficiencies, DEA.

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Title:

Performance of Major Franchised Takeout-Tea Brands in Taiwan

Author:

Spring C. Hsu

Journal Name: International Journal of Science and Business
Website: ijsab.com
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI: https://doi.org/10.5281/zenodo.2097992
Media: Online
Volume: 2
Issue: 4
Acceptance Date: 08/12/2018
Date of Publication: 09/12/2018
PDF URL: http://ijsab.com/wp-content/uploads/297.pdf
Free download: Available
Page: 791-799
First Page: 791
Last Page: 799
Current Status: Published

Cite This Article:

Spring C. Hsu (2018). Performance of Major Franchised Takeout-Tea Brands in Taiwan. International Journal of Science and Business, 2(4), 791-799. doi: https://doi.org/10.5281/zenodo.2097992

Retrieved from http://ijsab.com/wp-content/uploads/297.pdf

 

About Author

Spring C. Hsu, Dept. of Business Administration, China University of Science and     Technology, No. 245, Academia Rd., Sec. 3, Taipei City 115, Taiwan.

 

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DOI: https://doi.org/10.5281/zenodo.2097992

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