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ly found in Korea. So many brands are newly rushing into this market and also many of them disappeared felling behind in the competition. In the process, we can find various marketing strategies.
This is why we are interested in franchise coffee house market which became a big part of our life in a short period of time. And we investigated the marketing strategies that they used in order to survive the competition.
(2) Definition of marketing
According to dictionary definition, marketing is a social and managerial process of consumers and producers to mutually maximize their utility and obtain what they need and want through exchanging informations. In short, marketing is a mechanism to increase profit in the economic sense. There are 3 ways to perform marketing; price setting, expanding demand, and managing cost.
2. Analysis of sorts and examples of marketing strategies
(1) New product strategies
- Market skimming pricing
Market skimming pricing is a strategy that puts

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