Mc Cafe 맥카페 마케팅전략

소개글

맥도날드에서 우리나라에 런칭한 맥카페,
이들의 우리나라에서의 전반적인 마케팅활동을 살펴보고
이로부터 도출된 문제점들, SWOT분석으로 문제점을 보완할 수 있는 방안을 제안한다

마케팅전략에는 4Ps, STP, CRM, 등이 포함되어 있습니다

PT는 10분 이내 발표용입니다- 총 10장이며 표지와 contents포함입니다-

***참고하세요. 영어로 되어있습니다. 보고서도 같이 올라와있구요 보고서도 영어로 되어있습니다***

목차

Introduction
The Structural Analysis of Coffee Industry
Mc cafe`s Marketing Strategy
Problems We Found
Our suggestions

본문내용

I. Introduction
Koreans constantly are having an interest in coffee. We can easily see coffee shop, people who grab a cup of coffee. As a defined ‘Red-ocean’ in Korea, Korea coffee market is not good prospect. Because it is saturated by many huge company in this market.
Interest in health condition
-mad cow disease and diet
To solve it’s decreasing profit
-market share of breakfast
Successful operation in Australia
Launched new stores
Chances in Korea
- A rate of growth premium coffee bean
II. The Structural Analysis of Coffee Industry
2007년 기준
Instant coffee
80%
Coffee shop




Ⅴ. Our suggestions
2. New STP
- Repositioning is needed to solve the problems.
Mc Cafe need to do repositioning in order to provide better benefit to consumers
3. New 4Ps
(3) Place
-Mc Cafe should be separated from McDonald’s
-Change Interior like McCafe in Europe.
(2) Price
-A low price is the best competitive fact of McCafe
(4) Promotion
-Expanding LG Telecom Membership Card Service and Stamp Coupon
-Changing advertising concept to command McCafe`s repositioning strategy
(1) Product
-McCafe have only 3 kinds of coffee. For satisfying a number of consumers` wants, they need to stretch product line and extend

참고 자료

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