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The Coffee Bean & Tea Leaf
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The Coffee Bean & Tea Leaf
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1. The Coffee Bean & Tea Leaf
Herbert B. Hyman
started at Brentwood
in California in 1963.
9th largest coffee
company in the world
720 stores
in 22 countries
2nd largest coffee
company in Korea
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Current PRoblems
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2. Current Problems past marketing strategy
In 2008
Masstige = mass+prestige
- focused on the quality of coffee
- 15% higher price compared to competitors
- threatened even Starbucks as a 2nd company
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2. Current Problems emerging of Caffe Bene
In 2008, Caffe Bene emerged
Aggressive marketing :
based on partnership with entertainment company ��쁓idus���
In 2xxx,
580 stores in three years
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2. Current Problems downfall ���(�깮�왂)
3. Analysis of situation and environment 3C
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ality among coffee users
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Evaluation - Product
Group / Cluster
Starbucks, Coffee Bean
recognize
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Evaluation - Product
Coffee Bean & . & . Tea Leaf
Many kinds of tea products
but, lack of awareness
Intensive effort cannot utilize cannot reap profit low benefit or loss
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Evaluation - Promotion
Lack of Communication
Caffe Bene : Good networks in Korea, TV commercials with famous actor
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Evaluation - Promotion
Starbucks : TV commercials, Insa-dong, coupons or posters
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Evaluation - Promotion
Non-related affiliations
Hyundai- Kia Motors Car i30
Relationship
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Evaluation - Place
Lack of stores significantly insufficient
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Evaluation - Place
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Evaluation Place
Interior Design Standardization
Hardwood
Luxurious
Uncomfortable!
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Evaluation - Place
Interior Design NO electric socket
also, UNCOMFORTABLE!
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Evaluation -
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