분야
docxII. Company Background
III. Marketing Environment
IV. Competitive Environment
V. Marketing Objectives
VI. Budget
VII. Marketing Strategies
Coffee industry in Korea has shown two phenomena since 2005. Both the number of café and the number of foreigners have been increased rapidly. First, what the number of café has increased was caused by change in perception of café. Perception of café which was a symbol of luxury life in the present time has changed to common life style. The Koreans’ new perception affects to increase number of coffee shops. Second, as the world is being globalized, the number of foreigners living in Korea has been increased. These phenomena motivate our group to launch café business that targets only the foreigner.
We analyzed our business by two methods, SWOT and STP. Most of advantages and disadvantages are affected by our target marketing. Our business is targeting foreigners, so we can provide membership service, different kind of snack or beverage and monthly party. However, targeting foreigners also can be disadvantage such as limited customer and unpredictability. Place also was determined to Sinchon where many foreigners visit.
Our café business’s goal is to deliver comfortable place to foreigners, through 2 policies such as opening 24 hours and building multicultural atmosphere. Priority of our business, of course, is maximizing profit, but our group thought business for consumers’ comfort naturally maximizes profit. However, already, competition in coffee market is very intensive. For example, the number of coffee shops in Seoul is more than 740 brands and especially, in Sinchon where we are going to start business, there are many major coffee shop brands.
In order to succeed in the Korea café industry, we must provide differentiate services to fit customers’ needs. First of all, we will provide membership service that feel specialty and also we offer best-quality coffee bean with reasonable price. Secondly, we will provide snack and beverage that foreigners used to eat in their hometown. It would attract foreigner to come our café. Third, we will create Café shim as a special place that allows the members to share their cultures through events.
