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@article{ART002810439},
author={Lee-JongHyeon and parksanghyeon},
title={Starbucks Growth Background Analysis: Based on STEEP analysis},
journal={Industry Promotion Research},
issn={2466-1139},
year={2022},
volume={7},
number={1},
pages={9-15},
doi={10.21186/IPR.2022.7.1.009}

TY - JOUR
AU - Lee-JongHyeon
AU - parksanghyeon
TI - Starbucks Growth Background Analysis: Based on STEEP analysis
JO - Industry Promotion Research
PY - 2022
VL - 7
IS - 1
PB - Industrial Promotion Institute
SP - 9
EP - 15
SN - 2466-1139
AB - This study tried to analyze the growth background of Starbucks, a competitive company in the Korean coffee industry. Therefore, by using the STEEP analysis technique, each company's competitiveness was analyzed and the results were used to derive competitive factors. And the research results are as follows. Looking at the social aspect, economic activity has been a catalyst for women as the standard of living has increased due to economic growth. In addition, in the case of coffee culture in the past, Starbucks' response strategy, which has seen the transformation from vending machine mixed coffee culture to a consumer market that emphasizes cultural and spatial aspects, was effective. Looking at the technical aspect, the deviation has been reduced by securing uniform standardization of the taste of coffee beans at franchise stores, and the operation of a standardized operating system was possible by operating the store directly. And looking at the economic aspect, as the coffee consumption market continues to expand, the overall size of the market has also grown proportionally, creating a stable growth environment. Lastly, looking at the environmental and policy aspects, it is that the marketing strategy direction based on the policy activities as an eco-friendly company as a market leader has been the main focus of the recent policy direction emphasizing eco-friendliness.
KW - Starbucks;Growth Background;STEEP;Company Case;Business Model
DO - 10.21186/IPR.2022.7.1.009
ER -

Lee-JongHyeon and parksanghyeon. (2022). Starbucks Growth Background Analysis: Based on STEEP analysis. Industry Promotion Research, 7(1), 9-15.

Lee-JongHyeon and parksanghyeon. 2022, "Starbucks Growth Background Analysis: Based on STEEP analysis", Industry Promotion Research, vol.7, no.1 pp.9-15. Available from: doi:10.21186/IPR.2022.7.1.009

Lee-JongHyeon, parksanghyeon "Starbucks Growth Background Analysis: Based on STEEP analysis" Industry Promotion Research 7.1 pp.9-15 (2022) : 9.

Lee-JongHyeon, parksanghyeon. Starbucks Growth Background Analysis: Based on STEEP analysis. 2022; 7(1), 9-15. Available from: doi:10.21186/IPR.2022.7.1.009

Lee-JongHyeon and parksanghyeon. "Starbucks Growth Background Analysis: Based on STEEP analysis" Industry Promotion Research 7, no.1 (2022) : 9-15.doi: 10.21186/IPR.2022.7.1.009

Lee-JongHyeon; parksanghyeon. Starbucks Growth Background Analysis: Based on STEEP analysis. Industry Promotion Research, 7(1), 9-15. doi: 10.21186/IPR.2022.7.1.009

Lee-JongHyeon; parksanghyeon. Starbucks Growth Background Analysis: Based on STEEP analysis. Industry Promotion Research. 2022; 7(1) 9-15. doi: 10.21186/IPR.2022.7.1.009

Lee-JongHyeon, parksanghyeon. Starbucks Growth Background Analysis: Based on STEEP analysis. 2022; 7(1), 9-15. Available from: doi:10.21186/IPR.2022.7.1.009

Lee-JongHyeon and parksanghyeon. "Starbucks Growth Background Analysis: Based on STEEP analysis" Industry Promotion Research 7, no.1 (2022) : 9-15.doi: 10.21186/IPR.2022.7.1.009