'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?
Coffee와 일반 카페인 Beans To Coffee(BTC)를 비교·분석함으로써 각 카페의 단점들을 보완한 결론을 내보고자 한다.
2. 업체별 소개
1) Beans To Coffee(BTC)
- 설립일시 : 2011년 8월
- 장소 : 상대 뒤 코사마트 옆 1층에 위치
- 영업시간 : 평일 10:00 AM ~ 12:00 PM
주말 10:00 AM ~ 10:00 PM(금요일 미포함)
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