Market Analysis & Marketing Plan
Caffebene
Table of contents
1. Company Description
Caffebene was launched in 2008 by CEO, Sun kwon Kim. This company is domestic coffee brand in Korea. Caffebene has the largest number of stores among coffee brands. Also their sales are ten billion in the 2010. Caffebene was reputed by the other people that native brand is efficiently competing with the overse
Ⅰ. Introduction of Maxim
Dongsuh Food is the largest company in Korea coffee industry field. They produce many kinds of coffee, tea, cocoa and so on. The representative brand of this company is Maxim. Maxim is the first instant coffee in Korea that provides upgraded taste and perfume of coffee to busy modern people. Their market share is more than 70%, both in instant coffee and coffee mix fie
Coffee Bean & Tea Leaf, they are making unique choices that can be differentiated from other consumers and allow them to stand out.
• Alignment of tea-product line will distinguish The Coffee Bean & Tea Leaf from other coffee brands as a brand that specializes in both coffee and teas. With no other coffee shop offering a variety of tea products as does The Coffee Bean & Tea Leaf, can prom
Hollys Coffee is the most successful Korean domestic coffee brand and it is striving to enlarge the range of its market.
A representative Korean coffee retailer founded in 1998
Holds more than 200 domestic stores in 2009
Launched international stores since 2008
Not well-known to the locals
Difficult to attract investments
Existence of strong competition
Many powerful domestic retailers
brand”.
3.Develop new 3 beverages (using Korean traditional
ingredients such as citron, plum and ginseng )and
submenu for snacks lunch meal (sandwiches,
hamburgers, salad )to satisfy with different customer's
needs by the middle of 2011.
4.For the expansion of global business, expanding
stores 4 to 8 in China , 1 to 3 in Australia within
2 years
5.Perform green marketing
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 specia
review
Most customers' age group is 20-30.
And Most of them are women.
Channel & Logistics
Mc cafe sell three kinds of coffees in Mc donald and this is only channel of it.
there are 30,000 Mc donald restaurant in 119 countries.
'Lavazza' coffee is premium coffee beans
brand which charge 45% of Italy retail
coffee market.
They sold 14,000,000,000 cups annual.
coffee sell low qualitied products.
(2) Market Share. In 2008, Starbucks occupied 33% of coffee market (cafe), Coffee bean 15% and hollys 12%. This show that Mc cafe is still depressed in Korea coffee market.
(3) Products. Mc cafe sell only three products Americano, Cappuccino and Caffè Latte. However, Starbucks has 39 products. Accordingly Mc cafe is
(4) An atmosphere of stores. Cur
한국의 성장하는 카페시장의 배경에는
저마다 다른 방식으로 고객에게 서비스를 제공하는 브랜드들의 전략 이 돋보였다.
단순히 제품의 종류와 맛의 차이로
경쟁하던 단계에서 벗어나, 마케팅, 점포운영 및 입점,
고객에 대한 목표설정 등
서비스 전분야에서의 차별화를 알 수 있었다
1. Executive Summary
As the market of the coffee shops is growing bigger and bigger, the competition in the market is also getting more fierce. In this situation, the Korean brand "Caffebene" has became the top brand in Korea only after 3 years of their establishment - by opening around 800 coffee shops in Korea, making almost a hundred billion won for their selling. What is the success point