분야
docx2. Strategic Focus and Plan
3. Situation Analysis
4. Market-Product Focus
5. Marketing Program
6. Financial Data and Projections
7. Organization
8. Implementation Plan
9. Evaluation and Control
Caffebene
Table of contents
1. Company Description
Caffebene was launched in 2008 by CEO, Sun kwon Kim. This company is domestic coffee brand in Korea. Caffebene has the largest number of stores among coffee brands. Also their sales are ten billion in the 2010. Caffebene was reputed by the other people that native brand is efficiently competing with the overseas coffee brands. And it shows their presence in the red ocean field of coffee brand. This company also pursuits to broaden their business to many other countries like America, China, and Southeast Asia.
2. Strategic Focus and Plan
Mission/Vision
‘Caffebene’ as the meaning of the café with good feeling in Italian is the Korea’s leading coffee brand that wishes to be an attraction which is full of modern culture and feeling like European cafés where intellectual interchanges between intellectuals and artists is active. Caffebene as the premium coffee brand is carrying out various kinds of cultural works and volunteering works for helping world coffee farms to establish a health café culture. Caffebene as the first European style café brand is building the best partnership among affiliate stores, employees and customers. Caffebene is devoting itself to make up a healthy and suitable culture for Korea, aiming for the liberal spirit and leisurely lifestyle of European cafés.
