A case study on the success strategies of 85C bakery café in Shanghai, China.

• Main Authors: Lee, Wen En., Tan, Charmian Pei Fen., Sun, Yini.
• Other Authors: Hong Hai
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::International business::Asia; DRNTU::Business::Marketing::Product management; DRNTU::Business::Marketing::Research
• Online Access: http://hdl.handle.net/10356/44999
• Institution: Nanyang Technological University

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...