HollysCoffee마케팅분석(영문)

Introduction and Problem Definition
Coffee has become the essential part of our life. People no longer think of coffee as a mere beverage. Cafe is now a place in which all kinds of meetings are held from business meetings to blind meetings. Some love the taste of a variety of coffees available in this modern society but that is not the only reason people are going for a cup of coffee. It is a culture itself. Coffee and cafes are a topic that is familiar to all of us. Korean coffee market has been growing by twenty percent on average yarly since year 2000 and the growth has been driven by some major coffee chains. In the year 2000s, the market was dominated by foreign brands such as Starbucks and Coffee Bean. Then, domestic brands such as Cafe-bene and Angel-in-us started to appear and take up the pace with the first runners. In year 2009, even non-coffee chains such as Dunkin-Donuts or Paris Baguette or even fast food chains entered into the market expanding their territories.
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