분야
hwp2. Intro
3. Consumer Behaviors
1) Starbucks
2) Coffee in Village
4. Marketing Strategies
1) Starbucks
2) Coffee in Village
5. Criticism & Recommendation
In terms of the sales, The American-owned Starbucks is the first, a position it has held until now. Starbucks appears for the first time in front of the Ewha womans university in Korea after the contract with Shinsegae on a fifty-fifty basis. the Starbucks sales was 8.6 billion in 2000 and 109.4 billion last year. this surged more than 12 times. The everage daily number of people using Starbucks is about 85.000.
Usually, a foreign brand have to pay a 4~5% royalty. in case of Starbucks, its branchs in Korea pay U.S headquarters a 5% royalty of its sales. and this royalty was increasing from 420,000,000 won in 2000 to 5,470,000,000,000 won last year.
The American-owned Coffeebean which appears for the first time in 2001 in Korea had sales of 55,000,000,000 won at 100 branchs in 2006. Coffeebean's sales ranking is the number two spot in business. and it is nearly half of Starbucks's sales.
In addition, domestic brands are improving their competitiveness recently.
Hollys Coffee that is the no.1 among the domestic brands is increasing their stores by using a franchise marketing.and this is different from Starbucks or Coffeebean. the differnce is that both Starbucks and Coffeebean manage their shops directly. the number of Hollys coffee shops under direct management was 10 and franchise Hollys coffee shops was 100 at the end of June.
Caribou that is the second coffee shop in the U.S. now Caribou is strengthening the strategy for domestic market, there is a sharp conflict between forein and domestic brands. last March, Yangjae(양재) branch in Seoul opened and also opened four other branchs until June. they are planning to open 7~8 branchs more before the end of the year and increase 50 more of those in Korea.
As the domestic coffee shop market is active, U.S headquarter of Starbucks made a new strategy. the new strategy is that launching the product in domestic 'cup-coffee' market independently regardless of the
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