Performance of Major Franchised Takeout-Tea Brands in Taiwan

Spring C. Hsu

International Journal of Science and Business, 2018, vol. 2, issue 4, 791-799

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.

Keywords: franchised takeout-tea brands; brand positioning; revenue; scale efficiencies; DEA (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ijsab.com/wp-content/uploads/297.pdf (application/pdf)
https://ijsab.com/volume-2-issue-4/1621 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aif:journl:v:2:y:2018:i:4:p:791-799

Access Statistics for this article

International Journal of Science and Business is currently edited by Dr. Md Shamim Hossain

More articles in International Journal of Science and Business from IJSAB International
Bibliographic data for series maintained by Farjana Rahman ().