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목차
Ⅰ. 서론
Ⅰ-1 선정배경 및 연구목표 ··················································· 3
Ⅱ. 본론
Ⅱ-1 기업소개 ····································································· 4
가. 크리스피 크림 분석 ····························································· 4
나. 크리스피 설립 및 연혁 ························································ 4
다. 국내 크리스피 입점 및 연혁 ··················································· 5
라. 던킨 도넛 분석 ································································· 5
마. 던킨 국내 입점 및 연혁 ························································ 6
마. 매출액 분석/비교 ································································ 7
Ⅱ-2 시장분석 ···································································· 8
가. 업태분류 ······································································· 8
나. 던킨 도넛 국내 입점 및 연혁 ·················································· 8
다. 주요 경쟁사 분석 ····························································· 9
라. STP ··········································································· 10
마. 5 Force ······································································ 12
Ⅱ-3 소매믹스 ···································································· 13
가. 4P ··············································································· 13
나. 입지분석 ········································································ 16
다. 점포분석 ········································································ 18
라. 고객서비스 ······································································ 20
마. SWOT ··········································································· 21
Ⅲ. 결론
Ⅲ-1 향후추천전략 ······························································ 23
참조 ···················································································· 29
Ⅰ-1 선정배경 및 연구목표 ··················································· 3
Ⅱ. 본론
Ⅱ-1 기업소개 ····································································· 4
가. 크리스피 크림 분석 ····························································· 4
나. 크리스피 설립 및 연혁 ························································ 4
다. 국내 크리스피 입점 및 연혁 ··················································· 5
라. 던킨 도넛 분석 ································································· 5
마. 던킨 국내 입점 및 연혁 ························································ 6
마. 매출액 분석/비교 ································································ 7
Ⅱ-2 시장분석 ···································································· 8
가. 업태분류 ······································································· 8
나. 던킨 도넛 국내 입점 및 연혁 ·················································· 8
다. 주요 경쟁사 분석 ····························································· 9
라. STP ··········································································· 10
마. 5 Force ······································································ 12
Ⅱ-3 소매믹스 ···································································· 13
가. 4P ··············································································· 13
나. 입지분석 ········································································ 16
다. 점포분석 ········································································ 18
라. 고객서비스 ······································································ 20
마. SWOT ··········································································· 21
Ⅲ. 결론
Ⅲ-1 향후추천전략 ······························································ 23
참조 ···················································································· 29
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