3) Preference of customer
The quality of coffee in the coffee store is very important. However, the difference in coffee quality among coffee brands is now decreasing. Customers visit coffee stores to enjoy a certain atmosphere and space of store as well as simply drinking coffee. In this aspect, the interior of The Coffee Bean & Tea Leaf is lacking compared to Caffe Bene with respect to comfort
• Tea pots or brochures can be used to promote tea sales. Tea pots can be used as a part of interior decoration. Each pot contains different types of tea plants and each table is arranged with different pots with noticeable name tags with them. Brochures can be used to advertise the unique taste and efficacy of each tea. These brochures should be placed at or near each table to make it acce
Starbuck expanded their market share
Angel-in- us and Caffe Bene were promoted
Reduced amount of market share
Dropped ranking from 2nd to 4th
Great quality of coffee beans
Light roast
Fat free
Ice blended
Negative marketing
High price
Celebrities and famous people
Forming a trend
Profits from trend conscious young people
Starbuck expanded their market share
Angel-in- us and Caffe Bene were promoted
Reduced amount of market share
Dropped ranking from 2nd to 4th
Market Response
Consumers’ dissatisfaction
Price advance in 2008
VS Cheap Brand?
포카요케(실패방지)
Shingo는 작업장에서 공정 중 품질통제 메커니즘을
도입하면 검사 없이 저비용으로 고품질을 달성할 수
있다고 믿음. 실수의 발생은 직원의 무능력이 아니라
주의 부족 혹은 방해를 받았기 때문인 것으로 관찰.
포카요케 방법은 직원이 실수하지 않도록 체크리스트(Check sheet)