커피빈 Coffee Bean & Tea Leaf 분석 및 마케팅전략(영문)
등록일 / 수정일- 페이지 / 형식
- 자료평가
- 구매가격
- 2011.08.18 / 2019.12.24
- 20페이지 /
docx (MS워드 2007이상) - 평가한 분이 없습니다. (구매금액의 3%지급)
- 1,800원
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추천 연관자료
- 목차
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목 차
1. Introducing The Coffee Bean & Tea Leaf
2. Discussion of current problems.
3. Analysis of the existing situation and market environment.
4. Evaluation for current market strategy of Coffee Bean & Tea Leaf
- Product
1) Quality
2) Tea Leaf
- Promotion
1) Lack of communication
2) Non-related affiliations
- Place
1) Lack of stores
2) Interior design
- Price
1) Customer Demand and competition
2) Market response
5. Recommendation
- Product & Promotion
1) Quality
2) Tea Leaf & Promotion
3) Brand Equity? A Key element in the company’s relationship with consumers!
- Communication
- Place
1) Lack of stores
2) Interior design
3) Price
- 본문내용
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3) Preference of customer
The quality of coffee in the coffee store is very important. However, the difference in coffee quality among coffee brands is now decreasing. Customers visit coffee stores to enjoy a certain atmosphere and space of store as well as simply drinking coffee. In this aspect, the interior of The Coffee Bean & Tea Leaf is lacking compared to Caffe Bene with respect to comfortableness.
- Competitors
Starbucks: Every time when Starbucks releases its new menu, coupon event is held to promote awareness of the new menu to consumers. In addition, seasonal tumblers are released. Also, in the late of year, Starbucks offer ‘Starbucks Diary’ through sticker event.
Pascucci: Pascucci is offering reserving service and discount through partnership with many credit card companies.
Caffe Bene: The most famous Caffe Bene’s marketing strategy is an advertisement that appears in very famous entertainment media. Through a partnership with Sidus, they could broadcast the advertisement relatively easily. With a strong influence on the youth, Caffe Bene's main customers are young twenties. In addition to the coffee, the good quality of Gelato and Waffles is satisfying the customers.
SWOT analysis
- Strength
1) Using great quality of coffee beans.
The quality of coffee is driven by the quality of coffee beans used. The reputation of The Coffee Bean & Tea Leaf was obtained from good coffee beans. The Coffee Bean & Tea Leaf was originated from the coffee bean retailer. The Coffee Bean & Tea Leaf is providing high quality coffee beans that imported from Kenya, Brazil, Colombia and Indonesia
2) Light Roast
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