Ⅰ. Introduction
1) Subject
It is subject of this writing to that coffee mix made by dongsuh foods enter American market successfully, and furthermore, globalize coffee mix. For advance of successful United States of America market, we need to research previously about present situation of America market and strength and weakness of coffee mix, and then, we have to scheme about the strateg
Ⅰ. Introduction
1) Subject
It is subject of this writing to that coffee mix made by dongsuh foods enter American market successfully, and furthermore, globalize coffee mix. For advance of successful United States of America market, we need to research previously about present situation of America market and strength and weakness of coffee mix, and then, we have to scheme about the strateg
'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
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?