2-2. Changes
터키에서 유럽대륙으로 퍼져 나간 커피는 비약적인 발전을 이루게 된다.
최초의 커피숍이 생겨난 곳은 13세기경 아라비아의 성지 메카라고 알려지고 있다. 그만큼커피는 중동 지방의 이슬람을 통하여 점차 세계로 전파되어 나갔다. 특히 이슬람의 순례를 통하여 급격하게 전파되었으며 특
▪ 설립
스타벅스는 1971년 시애틀에서 제리 볼드윈, 제브 시에겔, 골든 보우커라는 세 사람에 의해 설립되었다. 이들은 처음 캘리포니아 버클리에 있는 ‘peet's coffee and tea'의 강배전(roasted coffee)한 아라비카 커피의 품질에 매료되어 시애틀의 사람들에게도 고급의 원두를 판매하고자 하는 취지에서
Coffee Bean & Tea Leaf is relevant to making good and beneficial decisions in their lives.
• Many choose to drink coffee and related products because the coffee culture today, especially in Korea, is now highly developed with many demanding convenience.
• Can promote that tea products are ultimately a good-tasting and beneficial product! In fact, benefits of tea include prevention
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
roasting plants. This is a major cause of increasing inventory cost.
Starbucks’ coffee beans are transported to each country after being roasted in the roasting factories in U.S.A. and Netherlands. Because the physical distance is quite far, there is a risk of oil spills and natural disasters might occur during the voyage by aircrafts or ships, such as the Mexico gulf oil spill and the Ic