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분야
docx1. Growth of Coffee market
2. Topic of research and motivation of selection.
Ⅱ. Body
1. Analysis of Coffee shop environment
2. Analysis of a company
2-3. SWOT analysis
3. Product
4. Promotion
5. Problems
6. Solutions
Ⅲ Conclusion
1. Growth of Coffee market
1) The scale of brewed coffee market
The scale of domestic coffee market is 2.3 trillion won and coffee shops account for 1 trillion won. Korea is in the top of 10th of nation in terms of coffee consumption. This is a result of 10% plus high growth rate since 2000. Brewed coffee market is growing up according to spread of famous coffee shop, small scale foundation and increase of self-consumption. 110 thousand ton of coffee was imported in last year and it has value of $420 million. We can predict every adult drinks approximately 312 cups of coffee. Coffee consumption per person is continually growing (*256(06) → 248(07) → 291(08) → 283(09) → 312(10)*). Now, a craze of brewed coffee focused on coffee shop raises demand for import of all coffee and high-quality coffee of various countries. Also, with more importance of coffee beans quality, high-price coffee made in a country like Colombia is imported more than a country like Vietnam.
2) Domestic coffee shop brands.
A thing that is remarkable with growth of brewed coffee market is increase of the number of coffee shop. In scale of sales, there are global coffee brands such as Starbucks and Coffee-beans in top. But we cannot ignore growth of domestic coffee brands. The number of shop of brand coffee exceeded 2000 in the end of last year. Especially, Caffe Bene started as a last-mover, but became 1st in coffee shop market by beating out foreign brands and brands running by large companies, founds 500th branch recently. And it won prizes like foundation preference and a representative brand in Korea, 2011.
