1. The document analyzes a competitive advantage analysis conducted by a group for a wedding cake company called White Wood House. 2. It identifies the key customer needs for wedding cakes including health, taste, price, and design preferences. 3. It also analyzes White Wood House's products and competitors in the wedding cake market. 4. Suggestions are provided to improve White Wood House's offerings such as providing more affordable options to attract more customers.

1. -Competitive Advantage Analysis Members: 王志群、馬惠茹 、蔡明融、 鄭宇勝、黃則明 Professor: 滕曉雲

2. Presenter: 王志群 Company Introduction

14. 14 5 4 7

15. 喜餅廣告 ( 白木屋 ) 蛋糕廣告 ( 白木屋 ) Wedding Gift TV Advertisement

16. Presenter: 馬惠茹 Consumer Need Characteristics Analysis

17. 1 2 3 4 5 6 7

18. 1.Health 2.Low artificial preservatives 3.Low calories ； low fat ； low 4.cholesterol 5.Nutrition 6.Bride cake ingredients 7.Good for health (organic food) 8.Hygiene certification 9.Hygiene 10.Taste 11.Delicacy 12.Variety in flavor 13.Novelty in flavor 14.Fragrance 15.Freshness 16.Fashion 17.High-level 18.Romance 19.Choice (Chinese/western style) 20.Picture design 21.Colors 22.Clear show of Ingredient 23.Clear show of expiration 24.Remarks from friends 25.Remarks on the Internet 26.Relatives remarks 27.Colleagues remarks 28.Clerk attitude 29.Clerk appearance 30.Professionalism 31.Sales skills 32.Online service 33.Web design 34.Online information 35.Box sizes 36.Box shapes 37.Box material 38.Box Style 39.Box design 40.Box color 41.Box with fashion feeling 42.Box with elegant feeling 43.Box with romance feeling 44.Box quality 45.Bag design 46.Ribbon material 47.Ribbon color 48.Ribbon quality 49.Delivery service 50.Drive-through service 51.After sales service 52.Returning goods service 53.Price blocks 54.Bride cake price 55.Discounts 56.The flexible changing 57.components 58.The decoration of store 59.The numbers of branches 60.Types of payment 61.How soon the products can be 62.Delivered 63.Exquisite DM design 64.Gorgeous DM design 65.Activity held by white-wood-house 66.Abundant supply in stores 67.Environmental protection 68.Gift Mess!

19. Customer need Bride cake price Discounts The flexible changing components The decoration of store Activity held by white-wood-house Abundant supply in stores Environmental protection Gift Bride cake price The numbers of branches Types of payment How soon the products can be delivered Exquisite DM design Gorgeous DM design Box Style Box design Box color Box with fashion feeling Box with elegant feel PricOnline service Web design User-friendly design Online information Box sizes Box shapes e blocks Customer need Customer need Customer need Customer need Customer need Customer need

20. Indirect Direct

21. Direct Characteristic

22. Indirect Characteristics

24. 5 Health Low artificial preservatives Low calories/fat/oil Nutrition Bride cake ingredients Good for health Hygiene certification Hygiene Taste Delicacy Variety in flavor Novelty in flavor Freshness 7.5 10 5.3 5.2 4.2 2.6 4.3 3.4 5.5 5.3 8.2 7.9 7.6 5.5 5.3 Health 5.3 Hygiene 5.4 The Flavor 6.9 Direct characteristic score 1 Branch Items

25. 5 Fashion High-level Romance Style Choice Picture design Colors Clear show of Ingredient Clear show of expiration Remarks on the Internet Remarks from Relatives Remarks from Colleagues 7.5 10 6.2 6.8 7.2 8.3 7.1 6.5 2.1 2.6 8.2 7.9 7.6 Direct characteristic score 2 The design 7.0 The label 2.4 Brand 7.3 Branch Items

26. 5 Clerk attitude Clerk appearance Professionalism Sales skills Delivery service Drive-through service Returning goods service 7.5 10 6.6 3.9 6.0 5.9 7.0 5.5 6.9 7.6 5.0 4.5 3.6 4.9 6.4 Sales Service 6.1 Online Service 6.7 Indirect characteristic score 1 Online service Web design User-friendly design Online information Price blocks Bride cake price Discounts 4.8 After sales service 5.7 Price skip Branch Items

27. 5 7.5 10 7.3 7.9 6.8 6.6 8.6 5.0 5.6 6.4 8.9 6.8 5.6 5.3 7.2 Packing design 7.6 Indirect characteristic score 2 7.6 Box sizes 7.3 Box shapes 7.9 Box material 6.8 Box Style 6.6 Box design 8.6 Box color 5.0 Box with fashion feeling 5.6 Box with elegant feeling 6.4 Box with romance feeling 8.9 Box quality 6.8 Bag design 7.2 Ribbon material 5.6 Ribbon color 5.3 Ribbon quality 7.6 Branch Items

28. 5 7.5 10 5.9 7.4 Rest Indirect characteristic score 3 The flexible changing components The decoration of store The numbers of branches Types of payment How soon the products can be delivered Exquisite DM design Gorgeous DM design Activity held by white-wood-house Abundant supply in stores Environmental protection Gift 6.8 6.5 5.5 5.8 4.8 4.7 3.4 6.7 5.2 5.4 Branch Items

29. 2.0 6. 0 4.0 8.0 Brand Design Taste Design Flexible Decorate Supply Online Branch Clerk 7.3 7.0 6.9 7.6 7.4 6.8 6.7 6.7 6.5 6.1

30. Presenter: 蔡明融 Product Analysis

39. Presenter: 鄭宇勝 Competitor Analysis

40. First Second Third Fourth 1964 ～ 1985 1986 ～ 1987 1988 ～ 2000 2001 ～ now From 2003 until this year ，郭元益 is still the top 1 of the bride cake .

46. Presenter: 黃則明 Improvement Suggestion

47. What’s Type of Customer ？ (CS ＝ PB － P) Type1 Type2

48. 白木屋的東西都好貴喔！

49. 結婚 ，一生只有一次阿…

50. Most of Customers Are Type 2

51. 蛤 ‥ 白木屋有做喜餅 ？！

52. Sol1

53. 你說說看， 白木屋有什麼特別的？

54. Sol2