and become one ofthe great retailing stories of recent history. It is said thatStarbucks has strongly influenced on the people’s life style that it is not hard to see people walking on the street with a packaged coffee drink 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
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 thatincreasing demandof luxurious coffee. Especially, Brand loyalty was important to Korean so Starbucks’ strong brand power is adv
thatthere are more than 1000 including small and take-out shop brandand medium-sized coffee shops such as Rosebud, Ediya etc.
In terms ofthe sales, The American-owned Starbucks isthe first, a position it has held until now. Starbucks appears for the first time in front ofthe Ewha womans university in Korea after the contract with Shinsegae on a fifty-fifty basis. theStarbucks sales was 8.
isto use their Company’s assets to become more competitive andto accelerate growth in a manner that creates value for their shareowners.
(2) Pepsi Bottling Group (PBG)
The Pepsi Bottling Group, Inc. isthe world’s largest manufacturer, seller and distributor of Pepsi-Cola beverages. PBG wasincorporated in Delaware in January, 1999, as a wholly owned subsidiary of PepsiCo, (PepsiCo
wasindispensable and many restaurants offering fast food and takeout services opened all over the world including Korea. Since that time, people had started to seek for food which is immediately available regardless of its ingredients. But after experiencing a rapid change and having the better quality of life, people started to have deep interests intheir health. Asthe first step to a health