在過去幾年中，台灣的咖啡消費量大幅增加。 吸引年輕人和成年人，咖啡已成為台灣社會的令人喜愛的飲料。因此，台灣與全球大型咖啡生產商之間的咖啡貿易日益增多。 作為世界第五大咖啡生產國，洪都拉斯正在試圖增加台灣的咖啡市場。作為中美洲最大的咖啡生產商; 歐洲和美國幾乎佔洪都拉斯出口豆類的93％。由於其在咖啡供應鏈中的高品質和市場知名度，成為消費者在幾個國家的最愛。然而缺乏國際促銷和疾病爆發，限制了洪都拉斯咖啡在其他非歐洲及美洲國家的發展。本研究初步建議採用一系列可應用的市場策略和建議，以增加洪都拉斯咖啡在台灣的發展。這項定性研究分析並比較了最終用戶（b2c）和咖啡專業知識（b2b：咖啡師，進口商，烘焙商，咖啡行業）對當地台灣市場上發現的洪都拉斯咖啡的感覺和看法。經過幾次官方咖啡聞杯測試，以驗證或修正最終用戶和市場專業知識的初步認知或意見。結果顯示咖啡可追溯性，公平貿易和永續環境實踐等因素對B2B市場的影響更大。此外專家或消費者對洪都拉斯咖啡的負面看法源於市場上發現的大部分洪都拉斯咖啡的商品質量較低，誤讀了洪都拉斯高產特種咖啡的優質品質。

In the last couple years, Taiwan’s coffee consumption has increased considerably. Attracting both young and adults, coffee has become an alluring beverage among Taiwanese society. Consequently, leading to an increasingly coffee trade between Taiwan and large coffee producers around the globe. As the world’s fifth largest coffee produce Honduras is stepping its way into Taiwan’s coffee Industry. Due to its high quality and market popularity within the coffee supply chain, becoming a consumer’s favorite on several countries. As the biggest coffee producer from Central America; Europe and U.S accounts as buyers for almost 93% of all Honduran exported beans. However, a lack of International Promotion and the outbreaks of diseases, have limited the presence of Honduras Coffee on other non-European, American countries. This preliminary study recommends a set of market strategies and suggestions that can be applied, in order to lead to an increase of Honduran Coffee presence in Taiwan. This qualitative research analyzes and compares end users (b2c) and coffee expertise (b2b: baristas, importers, roasters, coffee industry) perception and opinion of the Honduran coffee found in the local Taiwanese market. Following several official coffee cupping tests in order to validate or invalidate end user and market expertise initial perceptions or opinions. Results conclude that factors such as coffee traceability, fair trade and sustainable practices have a greater influence on B2B segments. A negative perception of Honduran Coffee derives from the fact that the majority of Honduran Coffee found in the local market is a lower “commercial” quality, misreading the outstanding quality of Honduran high grown, specialty coffee.

Table of Content
CHINESE ABSTRACT....................................................................................... I
ENGLSIH ABSTRACT....................................................................................... II
AKNOWLEDGEMENT...................................................................................... III 	
TABLE OF CONTENT....................................................................................... IV
LIST OF FIGURES............................................................................................. V
LIST OF TABLES............................................................................................... VI

Chapter one Introduction................................................................................... 1

Chapter two Literature Review......................................................................... 2
2.1. Honduran Coffee............................................................................ 2
2.1.1. Coffee Production................................................................. 5
2.1.2. Leaf Rust Controls............................................................... 6
2.1.3. Green Coffee Bean Exports................................................. 7
2.2. Taiwan’s Coffee Market................................................................ 10 
2.2.1. Size of Industry.................................................................... 10 
2.2.2. Market Behavior and Structure......................................... 13

Chapter three Methodology.............................................................................. 16
3.1. Surveys........................................................................................... 16
       3.1.1. End Users............................................................................. 16
       3.1.2. Coffee Experts..................................................................... 16
3.2. Zircle Coffee Market Research................................................... 17
               3.2.1. Market opinion and perception......................................... 17
       3.2.2. Coffee Cupping Test........................................................... 17

Chapter Four Results........................................................................................ 20
4.1. Survey Results............................................................................... 20
       4.1.1. Questionnaire A End Users................................................ 21
       4.1.2. Questionnaire B Coffee Experts........................................ 23
4.2. Zircle Coffee Market Research Results...................................... 23
                     4.2.1. Market opinion and perception of Honduran Coffee...... 23
       4.2.2. Honduran Coffee Cupping Test........................................................... 24
4.3. Execution Plan.............................................................................. 25

Chapter Five Conclusion.................................................................................. 26

REFERENCE.................................................................................................... 27



LIST OF FIGURES


Figure 1. Honduras Green Coffee Arabica Production by Year.................................. 4

Figure 2.  Honduras Green Coffee Exports by Year.................................................... 8 
Figure 3. Taiwan Green Coffee Bean Imports by Year............................................... 12
Figure 4. SCAA Cupping Grading Format.................................................................. 18


LIST OF TABLES

Table 1. Total Production by all Exporting Countries............................................. 5
Table 2. Honduras Bloc Trade Coffee Export......................................................... 9
Table 3. Top 5 Coffee Importing Countries in Taiwan........................................... 11
Table 4. Taiwan Coffee Imports (2003-2018) ........................................................ 12
Table 5. Cupping Score Classification.................................................................... 19
Table 6. Results Questionnaire A End Use ............................................................ 20
Table 7. Results Questionnaire B Coffee Expertise ............................................... 22
Table 8. Coffee Cupping Test Results .................................................................... 24

REFERENCE 


[1]. Wen, C. C., & F. H. (2016, October 10). Taiwan consumes 2.85 billion cups of coffee in 2015 | Economics | FOCUS TAIWAN - CNA ENGLISH NEWS. Retrieved April 18, 2018, from http://focustaiwan.tw/news/aeco/201610100011.aspx

[2] June 5, 2017 Attaché Reports (GAIN), A. G., & S. C. (2017, May 22). Honduras: Coffee Annual. Retrieved April 18, 2018, from https://www.fas.usda.gov/data/honduras-coffee-annual-2

[3] Moldvaer, A. (2014). Coffee Obsession(M. B., Ed.). London: Dorling Kindersley.

[4] Honduran Coffee Beans. (n.d.). Retrieved April 18, 2018, from https://espressocoffeeguide.com/gourmet-coffee/coffees-of-the-americas/honduras-coffee/

[5] Line Graph 2.1 Department of Agriculture, U. S (n.d.). Honduras Green Coffee Arabica Production by Year. Retrieved April 18, 2018, from https://www.indexmundi.com/agriculture/?country=hn&commodity=green-coffee&graph=arabica-production

[6] Table 2.1.1 Organization, I.C. (2018, January). Historical Data on the Global Coffee Trade. Retrieved April 18, 2018, from http://www.ico.org/new_historical.asp?section=Statistics

[7] Ospina, A. M. (2018, February 09). What Are the Main Challenges Faced by Coffee Producers? Retrieved April 18, 2018, from https://www.perfectdailygrind.com/2017/05/main-challenges-faced-coffee-producers/

[8] García, K. Q. (2018, February 01). How Is Honduras Responding to Recent Coffee Leaf Rust Outbreak? Retrieved April 18, 2018, from https://www.perfectdailygrind.com/2017/06/how-is-honduras-responding-to-recent-coffee-leaf-rust-outbreak/

[9] June 5, 2017 Attaché Reports (GAIN), A. G., & S. C. (2017, May 22). Honduras: Coffee Annual. Retrieved April 18, 2018, from https://www.fas.usda.gov/data/honduras-coffee-annual-2

[10] June 5, 2017 Attaché Reports (GAIN), A. G., & S. C. (2017, May 22). Honduras: Coffee Annual. Retrieved April 18, 2018, from https://www.fas.usda.gov/data/honduras-coffee-annual-2

[11] June 5, 2017 Attaché Reports (GAIN), A. G., & S. C. (2017, May 22). Honduras: Coffee Annual. Retrieved April 18, 2018, from https://www.fas.usda.gov/data/honduras-coffee-annual-2

[12] Exportaciones – IHCAFE – Instituto Hondureño del Cafe. (n.d.). Retrieved April 18, 2018, from http://www.ihcafe.hn/?page_id=3728
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[13] Line graph 2.3 Department of Agriculture, U. S. (n.d.). Honduras Green Coffee Exports by Year. Retrieved April 18, 2018, from https://www.indexmundi.com/agriculture/?country=hn&commodity=green-coffee&graph=exports

[14] Table 2.3.1 Exportaciones – IHCAFE – Instituto Hondureño del Cafe. (n.d.). Retrieved April 18, 2018, from http://www.ihcafe.hn/?page_id=3728

[15] Staff, F. (2017, September 15). Exportaciones de Honduras a China Taiwán crecen 64% • Forbes México. Retrieved April 18, 2018, from https://www.forbes.com.mx/exportaciones-de-honduras-a-china-taiwan-crecen-64/

[16] Chia, L. I. (2017, November 23). Chain coffee shops added to Taipei food platform. Retrieved April 18, 2018, from http://www.taipeitimes.com/News/taiwan/archives/2017/11/23/2003682786

[17] Wen, C. C., & F. H. (2016, October 10). Taiwan consumes 2.85 billion cups of coffee in 2015 | Economics | FOCUS TAIWAN - CNA ENGLISH NEWS. Retrieved April 18, 2018, from http://focustaiwan.tw/news/aeco/201610100011.aspx

[18] Table 3.1 Taiwan – Coffee Taiwan - Coffee. (2017, August 6). Retrieved April 18, 2018, from https://www.export.gov/article?id=Taiwan-Coffee

[19] Line Graph 3.1.1 Agriculture, U. D. (n.d.). Taiwan, Province of China Green Coffee Imports by Year. Retrieved April 18, 2018, from https://www.indexmundi.com/agriculture/?country=tw&commodity=green-coffee&graph=imports

[20] Table 3.1.2 Agriculture, U. D. (n.d.). Taiwan, Province of China Green Coffee Imports by Year. Retrieved April 18, 2018, from https://www.indexmundi.com/agriculture/?country=tw&commodity=green-coffee&graph=imports

[21] Chia, L. I. (2017, November 23). Chain coffee shops added to Taipei food platform. Retrieved April 18, 2018, from http://www.taipeitimes.com/News/taiwan/archives/2017/11/23/2003682786

[22] Jan, C. J., Long, L. T., & H. S. (n.d.). A study on the lifestyles of coffee consumers in Taiwan (Unpublished master's thesis). National Kaohsiung Normal University. Retrieved March 15, 2018, from http://design-cu.jp/iasdr2013/papers/1284-2b.pdf

[23] S. S. (Ed.). (2010, November). How Independence coffee house survived in Taiwan coffee war. Coffee T & I, Vol. (19).

[24] Jan, C. J., Long, L. T., & H. S. (n.d.). A study on the lifestyles of coffee consumers in Taiwan (Unpublished master's thesis). National Kaohsiung Normal University. Retrieved March 15, 2018, from http://design-cu.jp/iasdr2013/papers/1284-2b.pdf


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[25] Cupping Fundamentals. (2015, April 23). Retrieved June 22, 2018, from https://www.coffeechemistry.com/quality/cupping/cupping-fundamentals 

[26] Protocols & Best Practices. (n.d.). Retrieved from https://sca.coffee/research/protocols-best-practices/

[27] Cupping Fundamentals. (2015, April 23). Retrieved June 22, 2018, from https://www.coffeechemistry.com/quality/cupping/cupping-fundamentals