A market analysis and marketing plan on Green Café Business: a case of Gwangju City, South Korea
Nong, Thi Nghi Phuong (2020)
Nong, Thi Nghi Phuong
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202003143424
https://urn.fi/URN:NBN:fi:amk-202003143424
Tiivistelmä
Coffee shop is a robust and dynamic market in South Korea. It is a competitive market with thousands of existing businesses and more and more new entrants every single day. However, due to the high demand, there is still a lot of room for innovative ideas. The thesis examined the coffee shop market in Gwangju, South Korea, to investigate the feasibility and profitability of a new green coffee shop. The objectives of the research were to provide a comprehensive understanding of the potential market as well as to investigate whether the market is big enough to build a sustainable business.
The research questions were: “How feasible and profitable is a green coffee shop in Gwangju city, South Korea?”, and “Which marketing strategies are the most appropriate and effective for this particular type of business?” A mixed method of quantitative and qualitative was used to answer these questions. It was con- cluded that the concept has an increasingly high demand and is able to yield good profit when executed with customer and value-oriented strategies.
The research questions were: “How feasible and profitable is a green coffee shop in Gwangju city, South Korea?”, and “Which marketing strategies are the most appropriate and effective for this particular type of business?” A mixed method of quantitative and qualitative was used to answer these questions. It was con- cluded that the concept has an increasingly high demand and is able to yield good profit when executed with customer and value-oriented strategies.