Journal of the Korean Society of International Agriculture (한국국제농업개발학회지)

The Korean Society of International Agriculture (한국국제농업개발학회)
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Current Status and Development Strategies of the World Coffee Industry - Focusing on South Korea, Japan, the United States, and European Market-

세계 커피산업의 현황과 발전전략에 관한 연구 - 한국, 미국, 유럽, 일본 시장을 중심으로 -

  • Lee, Yk-Su (College of Economics&Business Administration CHEONG-JU University) ;
  • Park, Sang-Youn (College of Economics&Business Administration CHEONG-JU University)
  • Received : 2014.05.13
  • Accepted : 2014.07.08
  • Published : 2014.09.30
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Abstract

Drinking coffee becomes an essential part of everyday life next to drinking water. As the coffee consumption increased, the number of coffee shops, including large franchise coffee shops and small roaster coffee shops, multiplied over th past years. But it becomes clear that the coffee shop industry has becoming saturated. Therefore it is time for the managers of coffee shop industry have to consider and develop ways to survive and respond to this market changes. In this paper we have surveyed the coffee industries in developed countries such as United States of America, European countries, and Japan, and then compared them to Korean coffee industry to identify the key factors for survival. The coffee shops that have competitive advantages and satisfy customer needs will survive in the future. Therefore CEOs of coffee shop industry have to adapt and refine their business in respond to market condition and changing customer needs.

사람들은 커피를 물 다음으로 가장 많이 마시는 어느새 생활의 필수 요소로 자리 잡아 가고 있다. 최근 커피전문점은 대형 프랜차이즈 업체들 그리고 자신만의 차별화된 아이템을 바탕으로 소규모 로스터리 커피전문점이 우후죽순처럼 생겨나고 있으며 거의 포화될 대로 많은 커피전문점 시장에서 과연 어떻게 살아남고 대응해야 할지 고려해 봐야 한다. 따라서 본 논문에서는 미국, 유럽, 일본 등과 같이 우리나라에 비해 커피 산업 분야에서 한참 앞선 나라들의 커피 산업 경향을 살펴봤다. 앞으로의 커피전문점은 경쟁력을 가진 업체만이 살아남을 것이며 얼마나 고객들의 요구를 잘 충족하는지가 관건일 것이다. 따라서 경영자들은 소비자를 만족시키기 위해 커피 시장 환경에 대응하고 발전시켜 나가야 할 것이다.

Keywords

Acknowledgement

Supported by : Cheongju University

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