of American coffee. Andin late 1990’s, asin vogue of espresso Coffee market started to various. Because of changes in life style, income level improvement and culture westernization, the number of people enjoying espresso wasincreasing.
Starbucks forecasted that increasing demandof luxurious coffee. Especially, Brand loyalty was important to Korean so Starbucks’ strong brand power is adv
and spending some time between theoffice hours with a cup ofStarbucks’ coffee. TheStarbucks brandis regarded as one ofthe best-known and most potent brand names in America andthe company had firmly established itself asthe dominant retailer, roaster, and brandof specialty coffee in North America.
Now, Starbucks is expanding internationally to Europe, Asia Pacific and Latin America. Its
The everage daily number of people using Starbucks is about 85.000.
Usually, a foreign brand have to pay a 4~5% royalty. in case ofStarbucks, its branchs in Korea pay U.S headquarters a 5% royalty ofits sales. and this royalty wasincreasing from 420,000,000 won in 2000 to 5,470,000,000,000 won last year.
The American-owned Coffeebean which appears for the first time in 2001 in Korea had
Inthe meanwhile, Starbucks has struggled to enter India market by governmental and political intervention as we discussed above.
Second, as mention above, while Starbucks wanted to provide customers with not only just coffee but also coffee culture at its foreign market entry, TheCoffee Bean has more focused on the quality ofcoffee. Asits strategy isto serve tasteful coffee toas many cust
isto sell top quality andits own culture. So, what isStarbucks doing to achieve this mission? Let’s figure it out based on 4Ps. In terms of product, it offers high-quality goods. Products sold include beverages, pastries, whole coffee beans andcoffee-related retail items. Also Starbucks commercializes brand image and sells it. In terms of price, it uses market-skimming pricing from the begi