중국에 새로운 커피전문점 런칭하기

소개글

중국에 새로운 까페를 런칭하기 위한 전략을 담은 보고서입니다.
PPT로 제작되었지만 발표용이 아닌 제출용 보고서입니다.

1) 중국의 현재 커피시장 현황을 살펴본 후

2) 3C, STP 분석을 통해 새로운 가능성를 도출한 뒤

3) 4P전략으로 세부 진출전략을 확정했습니다.

목차

1. China

2. 3C analysis
1) Customer
2) Competitor
3) Company

3. Segmentation Targeting Positioning

4. 4P analysis
1) Place
2) Product
3) Price
4) Promotion

5. References

본문내용

The group of specialty coffee consumers
To the Chinese, specialty coffee seems to represent symbols of people who can enjoy and maintain a western way of life. Coffee is appealing to urban habitants who are wealthy and active in accepting new culture. Consequently, coffee consumption is largely concentrated in big urban cities such as Beijing, Shanghai, and Guangzhou.
Going out for a cup of coffee and a little chit chat has become trendy and fashionable with white-collar workers, students, and the rest of the emerging middle class in China, especially those aged between 20-50 years old. Last year, the Guangzhou Daily Newspaper reported a survey conducted in China’s largest cities which revealed that 24% of those aged 41-50 years old and 18% of those aged 20-30 years old often drink coffee.
A broad definition of target customers is,
people aged 20-50 years old
living in Beijing, Shanghai, and Guangzhou.

참고 자료

Hays, Jeffrey. “CHINESE REGIONAL ECONOMICS.” China. Facts and Details, April 2010. Web. 25 April 2010.
Hays, Jeffrey. “Population in China.” China. Facts and Details, April 2010. Web. 24 April 2010.
Hays, Jeffrey.”Chinese Consumer Customs and Behavior.” China. Facts and Details, April 2010. Web. 28 April 2010.
Giele, Frans. “An Introduction.” Chinese Consumer Behavior, 6 Feb. 2009. Web. 28 April 2010.
“Population and Employment.” Shanghai China. Shanghai Municipal Government, 2007. Web. 29 April 2010.
Xiao, Qi. “Beijing's population exceeds 22 million.” Society. China Daily, 26 Feb. 2010. Web. 29 April 2010.
“China.” Countries. World Health Organization, 2010. Web. 2 May 2010.
“Public Debt.” The World Factbook. Central Intelligence Agency. 2010. Web. 30 May 2010.
“Fact Sheet.” General. Index-China, 2010. Web. 3 May 2010.
“China People 2010.” Theodora. CIA World Factbook, 26 Jan. 2010. Web. 1 May 2010.
“A China Information Base.” China Today. InfoPacific Development, 2010. Web. 27 April