I. Executive Summary
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 Korean
Introduction
Nowadays,
‘Healthy physical and mental life‘
→ Well-Being
Every sector of society coffee market to try study the issue
Defining of Well-Being
A sense of happiness and joy, but
peace of mind and spirit
rather than material richness
that are important points to lifestyle
Feature of Well-Being trend
Emotional spending habit
Only healthy keyword a
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Placed in Shin-chon
(Hottest place in Seoul)
2 story building , 70 customers
Open 24hours
10 employees can speak…
Snacks, Monthly Party
MARKETING ENVIRONMENT
Korean café market
change of public perception of cafe
- Increase in amount of import of coffee
coffee shop trends
- Growth of major coffee shop
the late 1980s, Dong-suh Foods (DSF) had been playing the monopolistic role in the Korean instant coffee market. However, DSF's market share of instant coffee decreased from 90% to 60%<그림 1> because of new competitor's strategic marketing. To increase the market share again and to maintain the leading position in the Korean coffee market, DSF implied three rounds of 'Maxim Restage Strategy'.
between Korea and China, How do we performed business in China for success in the cultural characteristics and communication view points? Our group supposed we started coffee franchises(Caffe Benet) in Beijing, China. And we looked for informations and knowledges about Chinese culture and Chinese customs for successful franchise management in Beijing from intercultural communication perspective.
When we drink alcohol..
Body
20% is absorbed by stomach through blood vessels
80% goes to the small intestine.
↓
10% are discharged with sweat, urine
The rest is detoxified by liver and metabolized.
Neuron
The communication between neurons gets slower.
The ability of processing emotion, anger, speech, judgment, and memory declines.
Hippocampus
Alcohol consumption in
coffee market say consumers are now longing for uniqueness rather than standardized flavor of giant franchisers like Starbucks. Regardless of the price people wants high quality with fresh idea of culture. One reliable documentary takes an example of Starbucks at Seattle as a failure case of standardized coffee franchiser. Even if Starbucks at Seattle was the first open branch, they have lost p
consumption trend of modern times including experience and value with rarity
' 커피전문점 옷' 입은 커피 인기.
스타벅스, 할리스, 엔제리너스, 탐앤탐스 등.
커피전문점 브랜드를 내세워 유통되는 커피제품이 자리를 잡아가고 있다. 편의점에서 간편하게 구매할 수 있는 스타벅스커피, 할리스커피 등에 대한 소비
Distilled spirits Market
Distilled spirits markets around the world is at the scale of 153 400 006 000 million which is approximately 1.5 times the size of the wine market and the consumption of U.S. distilled spirits is increasing steadily. Increased 7.2 percent from 1998 to 2002, the U.S. relies on imports for 40 percent of the demand.
Distilled spirits group is the largest con