[영문] 커피의 발전과 스타벅스에 대한 자료입니다.
(Subject, An object of this report, The reason of choosing the coffee mix, The reason of choosing market in the America, An approach method of topic)
A. Dongsuh & coffee mix
1. Introduction of Dongsuh Food
3. Coffee-mix & Instant coffee
B. Entry Strategy & SWOT
1. Entry strategy
2. SWOT analysis
C. Marketing Strategy – STP strategy
3. Positioning – 4Ps
It is subject of this writing to that coffee mix made by dongsuh foods enter American market successfully, and furthermore, globalize coffee mix. For advance of successful United States of America market, we need to research previously about present situation of America market and strength and weakness of coffee mix, and then, we have to scheme about the strategy of entry and of marketing to coffee market of the America through various research, consideration and analysis about coffee mix.
2) An object of this report
An object of this report refers to lead the success of coffee mix of dongsuh foods about the entry to global market and expansion coffee market place and marketing strategy in the global society that is the whole world integrated. As transportation technology, telecommunications and the internet have developed, the gap of distance between each country in the whole world is insignificant. By weakening gap of distance, international trade between each country have been brisking, and international companies have been growing up largely, and the entry to foreign market have been tending to increase. But if these international companies can't overcome difficulty from external environment of the other nation, those entry to global market is failure. This external environment, for example, is difference of the other country's cultures and of consumer's taste, if we don't understand this environments and don't scheme preparation strategy previously, the entry to foreign coffee market is failure. Therefore, for the successful the entry to global market and expansion coffee market place about coffee mix, we draw up this report through previous analysis about environments of the American and research about coffee market in the America.
A. 2 - 1,2,3,4: http://en.wikipedia.org/wiki/Coffee
3 - 1 :The book of coffee (written by youn young no)
3 - 2 :The article on moneta
B. Charles W.L. Hill. “Global Business Today” McGraw-Hill international ed.
C. Writing myself on the basis of marketing class
Charles W.L. Hill. “Global Business Today” McGraw-Hill international ed. Chapter.15 Global Marketing and R&D
Cf. If you want to see the process of report, you can come to our internet café.
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