소개글
- Contents -1. Introduction - Company Description : Cafe bene2. Analysis for Reinforcing Positioning of Caffe bene- Coffee Market Analysis- Competition Market Analysis- Consumer Analysis- 4P Analysis- SWOT Analysis- STP Analysis3. Reasons for its Weakness4. Strategies to Reinforce the Positioning5. Conclusion1. Introduction : Company Description Caffe bene is one of Korean coffee chain stores that set up its first shop in May, 2008. Caffe bene raised its brand awareness by forming a partnership with an entertainment agency, IHQ. Because of this contract, Caffe bene was able to promote the brand to the customers by making advertisements with famous actors and actresses such as Daniel Choi and Yeseul Han exclusively. Starting with this management style, Caffe bene became one of the noteworthy brands in today`s business market. Recently, a book titled `The Caffebene Story` even published and has been an issue as well. Starting from the customers` complaints that Caffe bene is not paying attention to its taste of coffee, however, many problems have been shown in the company strategies of Caffe bene. These recent states of Caffebene caught our interests and finally made us to research more about its problems. In respect of the marketing management, we tried to find major weaknesses of Caffe bene by doing various analysis including the market, consumers, 4P and so on. As university students, it was little bit difficult for us to change the whole positioning of Caffe bene. Therefore, by discussing the weaknesses over and over, we tried to derive some strategies that could reinforce Caffe bene`s current positioning.목차
1. Introduction - Company Description : Cafe bene2. Analysis for Reinforcing Positioning of Caffe bene
- Coffee Market Analysis
- Competition Market Analysis
- Consumer Analysis
- 4P Analysis
- SWOT Analysis
- STP Analysis
3. Reasons for its Weakness
4. Strategies to Reinforce the Positioning
5. Conclusion
본문내용
1. Introduction : Company DescriptionCaffe bene is one of Korean coffee chain stores that set up its first shop in May, 2008. Caffe bene raised its brand awareness by forming a partnership with an entertainment agency, IHQ. Because of this contract, Caffe bene was able to promote the brand to the customers by making advertisements with famous actors and actresses such as Daniel Choi and Yeseul Han exclusively. Starting with this management style, Caffe bene became one of the noteworthy brands in today`s business market. Recently, a book titled `The Caffebene Story` even published and has been an issue as well.
Starting from the customers` complaints that Caffe bene is not paying attention to its taste of coffee, however, many problems have been shown in the company strategies of Caffe bene. These recent states of Caffebene caught our interests and finally made us to research more about its problems. In respect of the marketing management, we tried to find major weaknesses of Caffe bene by doing various analysis including the market, consumers, 4P and so on. As university students, it was little bit difficult for us to change the whole positioning of Caffe bene. Therefore, by discussing the weaknesses over and over, we tried to derive some strategies that could reinforce Caffe bene`s current positioning.