Coffee Bean,커피빈,브랜드마케팅,서비스마케팅,글로벌경영,사례분석,swot,stp,4p

_SLIDE_1_ The Coffee Bean & Tea Leaf _SLIDE_2_ _SLIDE_3_ The Coffee Bean & Tea Leaf _SLIDE_4_ 1. The Coffee Bean & Tea Leaf Herbert B. Hyman started at Brentwood in California in 1963. 9th largest coffee company in the world 720 stores in 22 countries 2nd largest coffee company in Korea _SLIDE_5_ Current PRoblems _SLIDE_6_ 2. Current Problems past marketing strategy In 2008 Masstige = mass+prestige - focused on the quality of coffee - 15% higher price compared to competitors - threatened even Starbucks as a 2nd company _SLIDE_7_ 2. Current Problems emerging of Caffe Bene In 2008, Caffe Bene emerged Aggressive marketing : based on partnership with entertainment company ‘Sidus’ In 2xxx, 580 stores in three years _SLIDE_8_ 2. Current Problems downfall of The Coffee Bean & Tea Leaf Angel-in- us and Caffe Bene were promoted Starbuck expanded their market share Dropped ranking from 2nd to 4th Reduced amount of market share _SLIDE_9_ Analysis 3c, sw…
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