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Summary-
What coffee retailer do you think about when we say "coffee." Many people say Starbucks. However Korean coffee retailers are becoming competent with US coffee brands to bring Korea's coffee market to their side. Coffee retailers are pursuing to bring different experience and stories to their coffee brand.
The US Coffee retailers opened the market of coffee to Korea, widening their market. Competitors emerged, particularly domestic player such as Holly's, Angel-in-Us, and Tom N Toms. These retailers see that the market has great potential to grow because of conversion to premium espressos from instant coffee. Coffee retailers also see their business growing with the breakfast niche market.
Hollys, Korean specialty take-out coffee reatiler, promotes its homegrown brand. It strives to understand consumer neds and develop products along with the trends that are changing rapidly. Angel-in-Us provides high quality coffee and diverse drinks. Its location in commercial area, culture-related marketing,a nd story-telling marketing provides creatie experiences and promotes the brand's angel figure. These Korean coffee retailers are growing out to become international brands as they launch their first international chain.
This does not mean that all the people are changing their coffee taste from Starbucks to the new Korean competitors. Korean brand are striving through to promote their brand image.
My Opinion-
Starbucks has been the market leader for the coffee industry all over the world. As it entered the Korean market, it became a big hit and had brought the Korean's to change their lifestyles. Starbucks provide the consumers a new experience. Through this role model, Korea's coffee market started to grow with recognizable Korean coffee retailer such as Holly's and Angel-in-Us. These coffee retailers don't have such a strong image like Starbucks, but it is growing as the market open up for more potentials, as people are moving from instant coffee to premium espressos. The Korean economy has grown so that people look for more than jus a coffee but an experiene and comfortable atmosphere.
While the Korean coffee retailers start moving into the international market, it is important that it enhances its brand image that signifies its quality that is served through their coffee. The market itself have great potential to grow looking for "premium brands."
Entry #15
20600770
Source: The Korea Herald, Friday, June 13, 2008
"Coffee retailers go head-to-head with global brands"
Summary-
What coffee retailer do you think about when we say "coffee." Many people say Starbucks. However Korean coffee retailers are becoming competent with US coffee brands to bring Korea's coffee market to their side. Coffee retailers are pursuing to bring different experience and stories to their coffee brand.
The US Coffee retailers opened the market of coffee to Korea, widening their market. Competitors emerged, particularly domestic player such as Holly's, Angel-in-Us, and Tom N Toms. These retailers see that the market has great potential to grow because of conversion to premium espressos from instant coffee. Coffee retailers also see their business growing with the breakfast niche market.
Hollys, Korean specialty take-out coffee reatiler, promotes its homegrown brand. It strives to understand consumer neds and develop products along with the trends that are changing rapidly. Angel-in-Us provides high quality coffee and diverse drinks. Its location in commercial area, culture-related marketing,a nd story-telling marketing provides creatie experiences and promotes the brand's angel figure. These Korean coffee retailers are growing out to become international brands as they launch their first international chain.
This does not mean that all the people are changing their coffee taste from Starbucks to the new Korean competitors. Korean brand are striving through to promote their brand image.
My Opinion-
Starbucks has been the market leader for the coffee industry all over the world. As it entered the Korean market, it became a big hit and had brought the Korean's to change their lifestyles. Starbucks provide the consumers a new experience. Through this role model, Korea's coffee market started to grow with recognizable Korean coffee retailer such as Holly's and Angel-in-Us. These coffee retailers don't have such a strong image like Starbucks, but it is growing as the market open up for more potentials, as people are moving from instant coffee to premium espressos. The Korean economy has grown so that people look for more than jus a coffee but an experiene and comfortable atmosphere.
While the Korean coffee retailers start moving into the international market, it is important that it enhances its brand image that signifies its quality that is served through their coffee. The market itself have great potential to grow looking for "premium brands."
Entry #15
20600770
Source: The Korea Herald, Friday, June 13, 2008
"Coffee retailers go head-to-head with global brands"
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