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Coffeebene

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on 28 April 2015

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Transcript of Coffeebene

External Enviroment - Pestle
See what others do
Market Plan
Porter's Five-Forces Model
of Industry Competition
a coffeehouse chain based in Seoul, South Korea
founded in May 2008 by Sun-Kwon Kim, current CEO of Caffebene
the largest coffeehouse in South Korea in terms of the number of stores
"Bene" comes from the Italian word for "good"
combined with the European open-air atmosphere and traditional Korean culture of "Sarangbang"
Place & Distribution
Product
Price
Promotion
Purchasing local coffee bean. - Doi Wawee Coffee, Thailand
Group's Expansion Plan in Thailand
GBMT402

Group 7:
Tiffany BB204450
Mandy BB204309
Betty BB204251
Amulet BB204004

Caffebene

Outline
Introduction..............................................................................Tiffany

PESTEL Analysis.....................................................................Amulet

Five Force Analysis.................................................................Betty

Expansion Plan........................................................................Mandy
sells brewed coffee, hot and cold beverages, pastries, croissants, sandwiches, waffles, gelato......
features
Misugaru
, which "consists of black sesame seeds, black bean, black and brown rice and barley". Misugaru drinks are a feature that differentiates Caffebene from its competitors
Current Situation
As of April 4, 2014----

945 stores in Korea
86 stores in the United States
283 stores in China
5 stores in Philippines
5 stores in Indonesia
4 stores in Saudi Arabia
2 stores each in Mongolia and Malaysia
1 store each in Canada, Cambodia, Singapore, and Japan

The total number of stores continues to grow
Western cafes:
put emphasis on business
fast-paced
simple store design
customers: males mainly
Korean cafes----Caffebene:
encourage gentle peace of living
pastoral and chic store design
fancy drinks&desserts
target customers: females mainly
The Threat of New Entrants
High
low capital investment
operate efficiently
small scale of operation
not so strict regulations
the Ease of Doing Business rank (out of 189 economies): 26
The Bargaining Power of Buyers
Low
differentiated
high profit
special experiences (Korean Style)
low threat of backward integration
The Bargaining Power of Suppliers
Low
a large number of suppliers
the industry: an important customer
low switching cost
not differentiated
The Threat of Substitute Products and Services
The Intensity of Rivalry among Competitors in an Industry
High
International and local brands
customer loyalty
high industry growth rate
Low
large quantities, few similarities
unique atmosphere
fancy decorations
Political Envionment
Currently Stable Environment
Thai-Korea deal - Promising annual bilaternal trade of $30 billion
Improved environment for business
Economical Environment
Slow-downed economic growth rate
Highly increased household consumption rate
Tourism Development - Increasing and will still increase by the support from government
Social Environment
Technological Environment
Legal Environment
Environmental

Keep the main business operation model (service, etc.).
Franchising: to reduce operation risks; to get rid of local people's loyalty of local brands.
Make people who are familiar with local culture manage the store.
Deal with relationship well with suppliers: "win-win" relationships
Take advantage of environment to add more products (Durian flavour beverage)
Keep its unique product: Misugaru.

Differentiate products and compete with local as well as international competitors.
with the low cost of labor as well as the food, set low price compared with other stores in other countries.

differentiate the price to compete with international competitors like Starbucks, Costa etc..
Advertising in the social networks since the popularity of internet.
Create a website for BeneCaffe in Thailand.
The fastest growth rate of Internet Users in the world; from 105th to 71st
Mobile Internet users doubled in quantity
Critized on corruption problem.
Piracy problem and intellectual property protection is concerned.
Foreign words in trademark have be translated into Thai before receiving protection.
The government in Thailand is making laws and administrative regulations to protect environment.
Cafe industry creates little pollution, in other way, the company can help protect coffee bean farms.
Partner Program - Starbucks, Thailand
Family business or doing business with friends in Thailand is common and reliable.
Corruption is an issue that cannot be ignored.
Thai have the habit of drinking tea and coffee. The local snacks that contain fruit and spicy is welcoming.
New entrants: high
Power of Buyers: low
Power of Suppliers: low
Substitutes: low
Competitions: high
Full transcript