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
1.1 About Maxim
Launched in 1980, DongSuh Food. Inc.’s main brand
No. 1 Brand in Korean coffee market
Introduced F/D (Frozen Dry) type instantcoffee to Korean coffee market
1986.12 Export to the U.S
1994. 9 Launched Maxim Columbia, Brazil, and Kilimanjaro
1998. 2 Export to Europe
1999. 3 Awarded for No. 1 Brand in Coffee (한국능률협회)
1999. 9 Awarded for Bes
Target
University students
Middle aged (20~40) employees
Occasional coffee lovers
Why?
Majority consumers of coffee
Middle aged and older people frequent coffee shop the most
Providing an alternative high quality Espresso Coffee to InstantCoffee which coffee lovers would like
Busy and packed schedule
Our Espresso Machine is designed to replace the current method of brewing coffee in a
(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 instantcoffee 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