스타벅스코리아,커피산업,커피시장,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p
- 최초 등록일
- 2012.06.17
- 최종 저작일
- 2012.06
- 18페이지/
MS 파워포인트
- 가격 3,000원
소개글
Starbucks’ communication with customers in Korea1. Company Introduction 2. Environmental Analysis3. Present condition of the company5. Speculations4. SuggestionshISTORY1997Entered into a licensing agreement with the Shinsegae Opened the world`s first store2008Collaborated with Shinsegae2000_us/starbucks_history.aspWon the Brand Olympic in coffee specialty store for 6 consecutive years2009Implemented Asia`s first application serviceIssued Webzine of contribution to society2010Won the Korean First Brand Awards for 4 consecutive years2011History of StarbucksCompany culturehttp://www.istarbucks.co.kr/Responsibility/starbucks_shared_planet.aspIntroduction to StarbucksSuccess and Failure of communicationCoffeeRice cakeIntroduction to Starbucks5 Forces
목차
Company Introduction
Environmental Analysis
Present condition of the company
Suggestions
Suggestions
본문내용
Trend of Coffee market
카페의 이익 및 선택속성에 관한 연구:문화적 속성을 중심으로 - 황보경
For customers, they do not visit this shop only to buy some cups of coffee
What customer want = Coffee +
α : Mood, Friendship Space(Communication),
Office Space(Mobile environment), Brand(trust)
Present condition of the Starbucks
Importance in industry that has high ratio of fixed asset
Caffebene entered to coffee market (May, 2008)
www.kocoinfo.com
Starbucks VS Caffebene
Similar Positioning
Volunteer?activity
Premium Brand
Social
Alike
Various cultural business
Communication
3 point of suggestion
Suggestions 1
# of seminar is rare
Lack of explanation
about coffee
Need more interaction
with customers
Regular coffee seminar should be held each quarter
(every 3 months).
Suggestions 2
Customers cannot recognize existence of extra custom order
Appropriate Explanation ▷ Notification of extra order
참고 자료
카페의 이익 및 선택속성에 관한 연구:문화적 속성을 중심으로 – 황보경
http://collabonomism.tistory.com
http://www.istarbucks.co.kr/About_us/starbucks_history.asp
http://www.scribd.com/doc/3972739/Starbucks-Swot-Analysis
www.kocoinfo.com
http://www.istarbucks.co.kr/Responsibility/starbucks_shared_planet.asp
