#4 Do you still want some more culture? / 20501036

Starbucks which is one of biggest coffee chain downward readjustment of business showing prospect because of head offices’ poor progress in USA. However, they still keep their myth of success with out standing performance in ASIA countries like Korea. Especially in Korea, there’s a newly coined word doenjang-girl who longing New Yorker life style so they love to go to Starbucks (Starbucks coffee is their symbolic item) without considering their household economy. I also contributed some part for Starbucks’ success until I come back to Korea after a year of staying in Australia. When I try Starbucks’ cappuccino coffee I deeply disappointed because of its tasteless and other coffee chain’s coffee too. Actually, their coffee was same as before I went to Australia but now I could compare the taste. The reason because of oxidize of roasted bean. Just after roast coffee bean, it start oxidize. However, most of coffee that uses in Starbucks and other coffee company’s are roasted in other country and shipping into Korea. It takes more than two month. They spend more than one third of period of circulation (six month) in importing.



When Starbucks start business in Korea they were very new and fresh. So they could extend market every year with 228 branch shop and their followers like doenjang-girl (kidding). But their competitor like Dunkin Donuts erode away Starbucks’ market share with chip price and TV commercial. And now they are going to start building a factory for roasting coffee bean inside of Korea to take more pie and overcome the myth. Starbucks commercialize culture. They made it. But, one thing they really need consider of is taste. Basically they are selling coffee neither a music shop nor a book store.



http://news.mk.co.kr/outside/view.php?year=2008&no=181390
http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=103&oid=036&aid=0000006690
http://www.hankyung.com/news/app/newsview.php?aid=2008032157871
http://www.moneytoday.co.kr/view/mtview.php?type=1&no=2007111616065986291&outlink=1

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