'The Coffee Bean'
4. CSM(Customer Satisfaction Management)사례
1.위치선정
홍익대학교/ 이화여자대학교
→고객이 찾기 쉽고 많이 다니는 접근성이 좋은 곳에 위치
-시간도 쉬어 가는 곳, 미술관 옆 커피빈
소마미술관 옆 커피빈[올림픽 소마점]
올림픽공원의 푸른 잔디밭 위에 그림처럼 선 ‘커피빈’은 도
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
to enter new markets
Expand of casual fashion industry
Threat
Problem of copy products
Spending less due to recession
- In 56 period(2009),‘제일모직’’s
net profit fell down, because of
overseas expansion and global
economic crisis.
But despite its overseas expansion,
Beanpole’s the actual exports increased little. Because
III. Comparison with the competitors
A. The Coffee Bean & Tea Leaf
Some competitors of Starbucks have taken the different way in terms of international business. The representative example is “The Coffee Bean & Tea Leaf” (hereafter, The Coffee Bean). The Coffee Bean has adapted franchising strategy for overseas expansion.
As of 2008, The Coffee Bean has opened approximately 750 caf&eacut
The ratio of The coffee bean are 0.779 in 2007, 0.762 in 2008, 0.745 in 2009, 0.692 in 2010. ratio has decreased steadily.
② Debt to Equity Ratio
The ratio of The coffee bean are 3.519 in 2007, 3.194 in 2008, 2.919 in 2009, 2.247 in 2010. ratio has decreased steadily.
③ Long Term Debt to Total Capitalization Ratio
The ratio of The coffee bean are 0.562 in 2007, 0.402 in 2008, 0.