소개글
[국제경영] Starbucks(스타벅스)의 한국 진출 사례 분석에 대한 자료입니다.
목차
1. Introduction
2. Successful Strategies
3. Introducing New Culture
4. Inspiring Culture of Equality
5. ‘DoenJangNyeo’ syndrome
6. Conclusion
본문내용
Ordinary Drink ->Required Elegant Accessory in our everyday life !
# Successful Strategies
Brand image
-High quality, premium, sophisticated
Extension of product line
-Seasonal products, confectionary, bakery, coffee beans
Business Concept
-Center for socializing and intellectual discussion
Partnership
-Pepsi cola : to produce bottled Frapuccino
-Alliance with Canadian bookstore, Chapters
#Introducing New Culture
Situation in Korea before Starbucks
-Dabang(茶房)
-Instant Coffee
-Drip Coffee
No market !
There was a big price gap between former coffee and Starbucks’ coffee.
Thorough Training
To deliver Starbucks’ philosophy.
Mind-moving
Made people meet whole new culture.