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Marketing strategy for
Contents
3C Analysis
Analysis of current situation
Market Research
General Marketing Strategy
Action Program, Budget, Controls
One
Tree Hill
3C Analysis
Company Analysis
Competitive Analysis
Customer Analysis
3C Analysis
Company Analysis
Located near sin-chon station → Many other cafes had failed in this location
Many competitors
Most customers are Sogang Univ. students
Offer drink, bakery, and pancakes etc.
Environmental friendly concept
3C Analysis
Competitive Analysis
3C Analysis
Starbucks
comfortable couches
eclectic music
wireless Internet access
art-splashed walls
Coffee Break
Tiamo
close distance
low price
breakfast sets
discount on `Take out`
discount promotion for Sogang Univ. students
Italian ice cream
3C Analysis
Competitive Analysis
Starbucks
Coffee Break
Tiamo
Business time
①weekdays
②weekend
①07:00~23:00
②08:00~23:00
①08:00~23:00
②09:00~23:00
①10:00~11:30
②10:00~11:30…(생략)
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lysis
University Students
Office workers
Middle, High school students
ETC
Analysis of One Tree Hill’s Customer
Customer Analysis
28%
72%
Sogang Students
63%
Analysis of One Tree Hill’s Customer
Customer Analysis
A B C D
38%
23%
20%
14%
Atmosphere
B. How good is the place to talk
C. Taste and Flavor
D. Price
Important things of cafe
Analysis of One Tree Hill’s Customer
Customer Analysis
A B C D
41%
34%
19%
6%
Stamp
B. Cookies or snack
C. Takeout discount
D. Others
Most prefer promotion
Analysis of One Tree Hill’s Customer
Customer Analysis
A B C D
48%
19%
23%
6%
To meet friends
B. To spend free time
C. To drink coffee
D. To do the team project
Purpose of visiting cafe
Analysis of One Tree Hill’s Customer
Customer Analysis
A B C D
42%
16%
13%
19%
To meet friends
B. To spend free time
C. To drink coffee
D. To do the team p
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