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레포트 > 경제경영계열

[경영전략] 카페베네의 PR전략 분석(영문)

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레포트 > 경제경영계열
2011.12.20
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[경영전략] 카페베네의 PR전략 분석(영문)에 대한 자료입니다.

I. Introduction
II. Main Chapter
1. Coffee market in Korea
A. History of coffee in Korea
B. Coffee franchises in Korea
C. Caffe Bene’s remarkable growth.
2. Strengths in the marketing strategies of Caffe Bene
A. Caffe Bene’s differentiated menus
B. Caffe Bene’s interior
C. Caffe Bene’s use of commercials and PPL
3. Weaknesses in the marketing strategies of Caffe Bene
A. Managing more than 500 stores
B. High prices
4. Opportunities in the marketing strategies of Caffe Bene
A. Pure growth in the coffee market of Korea
B. Invasion into the foreign market
5. Threats in the marketing strategies of Caffe Bene
A. A potential penetrator into the coffee franchise market.
B. The expansion of inexpensive take-out coffee franchise market.
C. Intimidation of non-original coffee franchise brands
D. Emerge of an espresso machine.
III. Conclusion
IV. Bibliography

본문내용

As consumers interest on coffee increases, a size of the coffee franchise market is continuously expanding. The coffee franchise market has become saturated these days, and coffee brands are struggling to survive from overflowing market. Naturally, marketing strategies, which contribute to increase the brand’s market share, are coming up as current issue. This research paper is going to study about marketing strategy of ‘Caffe Bene’, one of the domestic coffee franchises. The reason why we chose ‘Caffe Bene’ is that it has grown remarkably and settled successfully in the market within relatively short time. By analyzing strengths, weaknesses, opportunities and threats of Caffe Bene’s marketing strategy, it will be possible to get significant hints for managing brands. Furthermore, it will be helpful for developing better strategy. Internet resources, interviews, surveys, other previous researches, related books will be used to get a data.

참고문헌

Kang, H. (2011). A story of Caffe Bene: Korean native cafe, which won Starbucks. This book deals with Korean native Coffee shop ‘Caffe Bene success story’s secret. ‘Exceeded the most stores in the shortest period, exceeded the annual sales topped 100 billion, exceeded the industry's first 500 Shop, crowned number one exposure to brand and store in the drama, for 2 consecutive years 'Consumer's Choice coffee shops are the most reliable' Those beautiful phrases are all for Caffe Bene. Even people illustrated as Caffe Bene wrote a new history of the coffee market in the Republic of Korea. Only three years after the collapse of the coffee empire Starbucks by Caffe Bene. This book can explain the secrets of success stories of Caffe Bene.

Park, G. S. (2011, March, 4). Caffe Bene, soaring a ‘Market Leader’ of the coffee industry. Nesprime, 9(5). Retrieved May 6, 2011, from http://www.newsprime.co.kr/news/articleView.html?idxno=123282, Among the many coffee franchises which entered the domestic coffee franchise market, Caffe Bene settled on the market successfully within a relatively short term.

Mun, S. J. (2011, January, 18). Coffee Franchises’ generation. KukiNews, 9(2). Retrieved April 14, 2011, from http://news.kukinews.com/article/view.asp?page=1&gCode=kmi&arcid=0004546906&cp=nv, The coffee franchise market has become saturated these days, and coffee brands are struggling to survive from overflowing market.

#경영전략 #전략 #PR전략 #카페베네 #베네

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