[경영학] 스타벅스 - history, market phenomenon, brand marketing etc..

STARBUCKS COFEE STARBUCKS COFEE KOREA STARBUCKS Introduction A. History B. Market Phenomenon C. Brand Maketing Strategies of Starbucks D. Summery A. STARBUCKS History ㆍ1971, First Open in Seatle ㆍ1987, Howard Schult Takes Office as Director (Starbucks Location Total : 17) ㆍ2003, Starbucks Grow into a Multinational Company with 7,225 Shops in 70 Countries ㆍ1999 July, first open in Korea near Iwha Uvi. ㆍ2003 5,500 million sales (growth by 9000% compared to 60 million at fist year) ㆍ2004 July 27th. open No. 100 store in Iteawon ㆍOrin Smith: “ Starbucks Korea is the most productive company now and should be the model of other starbucks company” B. Market Phenomenon of TAKE-OUT Coffee ㆍ Starbucks` Strong Points ― provides high quality & Transformation of coffee culture in Korea ― expanded the concept of employee benefits ― brand image ― fifth sense marketing ㆍ Weak Points ― resentment against american style ― expensive price ― temporary products ― rapid growth…
…