이디야 커피 해외진출 전략(Ediya Coffee: Foreign Expansion Proposal)
- 최초 등록일
- 2020.08.03
- 최종 저작일
- 2020.06
- 10페이지/
MS 워드
- 가격 2,500원
소개글
EDIYA COFFEE의 해외진출 전략에 대한 레포트입니다.
인도네시아, 베트남, 태국 세 나라를 5FORCE 분석 등 경영툴을 이용해서 해외진출 전략을 제안하고 있습니다.
목차
1. Which Market to Enter: Analysis of Coffee Market in Each Country
(1) Indonesia
(2) Vietnam
(3) Thailand
(4) Which market to enter: Evaluation (high: 10, middle: 5, low:0)
2. Entry Strategy: Thailand
(1) When to enter: Late entry
(2) What scale: Small scale
(3) How to enter: Exporting → Joint Venture
본문내용
Our Sogang Consulting Group proposes customer Ediya Coffee to expand to Thailand by (method). It should be made clear why Ediya Coffee should entry into Southeast Asia before concrete foreign expansion plans. Looking first at Ediya Coffee's foreign expansion efforts so far in 2020, we can see that it has tried many times but failed or even failed to start.
2005~2008: Failure to make inroads into China
2015~: Current attempt to reenter China
2015: Attempted to enter Thai coffee market but failed
2019: Construction of Ediya Coffee dream factory
In the case of the failure of business in China in 2005, reckless foreign expansion without analysis of the local market and related personnel contributed to the failure. In the case of trying to enter the Thai coffee market in 2015, the company tried to enter the market in partnership with a local company, but it was scrapped at the last minute.
참고 자료
태국 인스턴트 커피 믹스 시장조사, 2015, 한국 농수산 식품 유통 공사
‘한류’ 날개 단 커피믹스, 해외수출 날다, 2018, Real Foods
‘커피홀릭’ 아세안 밀레니얼..고급화로 스타벅스에 도전, 2019, 임영신
인도네시아 커피 시장 분석, 2019, 허유진
베트남 커피시장, 강자는 누구?, 2019, 윤보나
커피 문화의 천국, 동남아시아, 2017, 방정환
