스타벅스보고서_Illycaffe와의차이점포함
- 최초 등록일
- 2011.01.09
- 최종 저작일
- 2010.12
- 13페이지/ 한컴오피스
- 가격 1,000원
소개글
스타벅스에 대한 전반적인 부분에 대해서 소개를 하고,
이탈리아의 대표 커피 브랜드인 Illycaffe와의 차이점을 설명하는 영어리포트이다.
이후에 Illycaffe와 스타벅스의 기업전략과 배경 등에 대해 묻고 답하는 내용이 포함되어 있다.
국제마케팅에서 자주 거론되는 스타벅스 내용을 다루고 있기에, 스타벅스 4P 및 CSA와 FSA등에 대해서도 심도 깊게 논하고 있다.
목차
1 Introduction
-New phase to Illycaffe
-New global threat to Illycaffe
2 Body
-The Starbucks Threat
a. Starbucks profile
b. Starbucks concept
c. 4P`s of Starbucks
d. CSAs and FSAs of Starbucks
-History of Starbucks
-International Expansion
3 Conclusion
-Starbucks as an opportunity to Illycaffe
4 Questions and Answers
-No.1
-No.2
-No.3
-No.4
-No.5
본문내용
1. Introduction
1)New phase to Illycaffe
Illycaffe went through a new phase throughout the 1990s and into the new millenium. It expanded its relationship with restaurants, hotels and cafes around the world, providing high-quality coffee and coffee machines. Approximately two-thirds of Illy`s business came from the hotel, restaurant, and café sectors Around 2004, Illy caffe was sold in more than 70 countries. The proportion of sales earned outside of Italy has reached over 40%. Among these countries, Europe and the US were the primary strategic markets, where the group held close to 30 percent of the market for quality coffee.
Illy was the only global agro-industrial company which had two quality certification. Illy received the Qualite France certification for its product quality in 1992, and was granted ISO 9001 certification for its production process. These double quality certification have made Illy`s global presence be strengthened in the world market.
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참고 자료
Global Marketing, 4/E, Johansson, McGraw-Hill , 7/ 2005.