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분야
docx2. Bringing new coffee culture
(1) The coffee culture before Starbucks came into Korea
(2) Strategies to settle new cultures
3. Inspiring culture of equality
(1) Korean hierarchical culture
(2) Strategies to settle new culture
4. Doen-Jang-Nyeo, interesting word in Korea
(1) How it created
(2) Action to enhance brand image
5. Conclusion
6. References
The first problem was that there was no existing market selling similar kind of coffee. The price gap between instant coffee and Starbucks’ espresso was big. To solve this, Starbucks targeted the 20’s who seemed to accept well and lead the high quality coffee culture. They were also suitable for target market who were less price sensitive. Also, by emphasizing employee training system for from part-timers to store-managers, they made employees deliver the new coffee culture to the public. All Starbucks employees including part-timers have to complete scheduled training courses. In this training they learn how to effectively deliver Starbucks’ coffee philosophy. They introduced OJT (on-the-job training) which gives intelligence of coffee as well as how to make coffee. Training was one of the most important business strategies to settle their culture because especially in Korea stores, employees had more important roles than other countries. They have to make new coffee culture in unfriendly situation. Their efforts made a big success because services provided in former coffee shops were not good, even frivolous. People was surprised and being moved by Starbucks’ employees.
Second challenge was to introduce take-out culture. When it first came to Korea, no one could imagine taking out coffee to outside of coffee shop. Therefore, it could have brought a big risk if they had introduced take-out shop directly. To minimize cultural shock they made two or three times bigger hall in which more tables and chairs are placed than in U.S. It aimed to make people sit on a chair without feeling unfamiliar and talk each other just like in former coffee shop. Also, at first time they used mug cups to prevent people feel uncomfortable because they might think paper cup is very rude and low quality things. They didn’t force to infuse their culture but tried to make a harmony between their culture and Korean culture. Furthermore, all employees of Starbucks took coffee out on a street when they were going to work. Their cautious but passionate efforts impact Korean drinking culture. At first, people seemed to be embarrassed. Later, however they became excited with unfamiliar coffee names listed on the menu and thought worth to spend money although it was more expensive than one meal.
3. Inspiring culture of equality
(1) Korean hierarchical culture
Historically Koreans are accustomed to hierarchical culture. When Starbucks came to Korea and opened the first store near Ewha women’s Univ. in 1999, Korean hierarchical culture was stronger than now. There were much less multinational companies at that time and most of companies had very strict culture. It was natural that the workforce atmosphere was very different from its home country. Because Starbucks wanted Korean employees to communicate with customers freely and willingly to deliver its own coffee culture, Korean hierarchical culture would be a serious obstacle. Therefore
김영한, 임희정, 스타벅스 감성 마케팅, 책아책아!, 2003.
Nancy J. Adler and Allison Gundersen, ‘International dimensions of organizational behavior’, South-Western: a part of Cengage learning, 5th ed., 2008, p56.
