커피전문점의 포지셔닝 전략에 관한 연구

The market of coffee houses is expanding year after year. In spite of the size and importance of the market, previous studies which has researched about the market and coffee houses are not enough in comparison with other fields in the food service industry.This study examines customers' perceived brand similarity and analyzes positioning of the seven coffee houses : coffee taste, service quality, atmosphere, interior design, brand preference, menu, easiness of access and price-contrast value. Multi-dimensional scaling(MDS) is performed to determine how they are positioned relative to competitors.It was found that Starbucks has a strong competitive in coffee taste, service quality, atmosphere and interior design. Pascucci also has a strong point in brand preference, menu, and easiness of access. And last, the strong point of Sweetbuns is price-contrast. The positioning map divides coffee houses into four group. Among the groups, the first group which include Starbucks, Pascucci and Coffee bean & tea leaf, has fierce competition with one another to achieve market leader position, however, the positioning map shows that these firms do not have unique brand identities.According to the result of the positioning map, various marketing strategy vary each coffee house in order to have a competitive which is unable to copy by other competitors.