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 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.