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
• Tea pots or brochures can be used to promote tea sales. Tea pots can be used as a part of interior decoration. Each pot contains different types of tea plants and each table is arranged with different pots with noticeable name tags with them. Brochures can be used to advertise the unique taste and efficacy of each tea. These brochures should be placed at or near each table to make it acce
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
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
1. Coffee Bean & Tea Leaf ?
우리에게는 다소 생소한 브랜드인 Coffee Bean & Tea Leaf(이하 커피빈)는 Herbert B. Hyman에 의해 1963년 미국 캘리포니아에서 시작된 에스프레소 소매 기업이다. 이후 창설지인 캘리포니아를 비롯하여 아리조나, 네바다 등지에서 명성을 얻어 싱가폴, 말레이지아, 타이완, 브루나이, 이스