• San Formosan- Build the Specialty Coffee Brand in Taiwan

Abstract

San Formosan is one of the specialty coffee brand in Taiwan, they are focus on making locally grown coffee to be specialty coffee. As the coffee consumption quantity is increasing in Taiwan recently years, the specialty coffee is also being get attention by consumers. Taiwan locally grown coffee are high quality and good tasting, it is fit the criteria to be specialty coffee. San Formosan found there is a business chance to enter market, so they start to build “San Formosan” brand to be the Taiwan locally grown specialty coffee provider. This case introduce how San Formosan built its brand through many marketing activities. As specialty coffee is belong niche products, so when San Formosan build their brand, they have to consider how to make differentiation in every marketing dimensions. This case provide the direction of thinking for students to know when a new brand such as San Formosan want to

enter market, which activities are doing good, and which activities are not good enough and will need to change. And San Formosan should follow the principle of customer relationship management concepts, which means they are able to maintain customers by using new technology tool also with enhancing the brand exposure rate to potential customers.

Keywords: Branding, Differentiation, niche products, customer relationship management,entrepreneurship