(2) Strategies to settle new cultures
The first problem was that there was no existing market selling similar kind of coffee. The price gap between instant coffee and Starbucks’ espresso was big. To solve this, Starbucks targeted the 20’s who seemed to accept well and lead the high quality coffee culture. They were also suitable for target market who were less price sensitive. Also, by empha
Global segment ;
-During World War II
Sociocultural changes ;
-Health-conscious consumers
Opportunities ;
- cultivating
international markets
Opportunities ;
-Fast foods
& restaurants
Strengths
- Leader of the industry
- Bottler franchise network
Weaknesses
- Bottler Company relationship
- Continuing Bad News
Opportunities
- Introducing Vending Machine
-
Strategies
Brand image
-High quality, premium, sophisticated
Extension of product line
-Seasonal products, confectionary, bakery, coffee beans
Business Concept
-Center for socializing and intellectual discussion
Partnership
-Pepsi cola : to produce bottled Frapuccino
-Alliance with Canadian bookstore, Chapters
#Introducing New Culture
Situation in Korea before Starbucks
-Dabang(茶
시장분석
구형 모델의 냉장고를 대폭 할인하여 처분
일반냉장고 판매량은 97년의 75% 수준으로 매년 감소(2001)
양문형 냉장고 시장은 매년 20%씩 꾸준히 성장
출시 초기에 비해 점차 가격이 낮아짐
지펠과 디오스가 양문형 냉장고 시장을 양분
대우의 클라쎄 가세
월풀, GE 등 외국 업체도 신제품 출
market, we, 美ME+ also is looking to expand our business.
This report is divided into two parts, the first half; we will talk about the Japanese market as a whole cultural risk, country risk, and currency risk. And in the later half; we will analysis the cosmetics market in Japan, and describe our company’s market strategy. After that, we will predict future prospects of our company.
1. Introduction
1.1. Background
American Wal-Mart is the number one retailer in the world. Yet, in the Korean market, its performance is not very good. In a recent performance survey, it ranked at fifth outstripped by number one Korean E-Mart in almost every aspect. What made this possible? Is it just the outcome of cultural misunderstanding, or the outcome of different marketing strategies of
The Home Depot, INC.
World’s largest
Home
improvement
retailer
Warehouse-format stores
with a high level of customer service
Served primarily the
DIY (Do-It-Yourself) person
Store Profile
All of the stores were company-owned and built to Home Depot’s standards
Location : In suburban areas populated by members of the target market
Build standards : Each store itself was
C. Global Paradigm Shift and Possibility of Korean Tea Culture
If the social structure and cultural preferences were interconnected, understanding this relationship helps for anticipating and planning for globalization of specific cultural items. Especially, the possibility of Korean tea culture can be firmly recognized, as we examine the strategies reflected by the global paradigm shift. Three