Coffee_Bean,커피빈,브랜드마케팅,서비스마케팅,글로벌경영,사례분석,swot,stp,4p

소개글

Coffee_Bean,커피빈,브랜드마케팅,서비스마케팅,글로벌경영,사례분석,swot,stp,4p에 대한 보고서 자료입니다.

목차

Introduction
Coffee Bean & Tea Leaf

Discussion & Analysis
Current Problems
SWOT
3C

Evaluation
4P

Recommendation

본문내용

1. The Coffee Bean & Tea Leaf

Herbert B. Hyman
started at Brentwood
in California in 1963.

720 stores
in 22 countries

9th largest coffee
company in the world

2nd largest coffee
company in Korea

2. Current Problems – past marketing strategy

Masstige = mass+prestige

- focused on the quality of coffee

- 15% higher price compared to competitors

- threatened even Starbucks as a 2nd company

키워드

Coffee_Bean,   커피빈,   브랜드마케팅,   서비스마케팅,   글로벌경영,   사례분석,   swot,   stp,   4p