Abstract:
Food and beverage is one of the industries that have been contributing economic growth toward South Korea economy for a decades; however, coffee market due to a relatively high competition and fierceness, coffee war, between international brands and local brands. This paper is trying to find the key success factors of Starbucks through various dimensions in South Korea market. This study is in order to find competitive advantages of Starbucks internationally and domestically. Observation is also held to find an insight data. The outcome shows that Korean coffee market has strength in it character conditions. The coffee quality and coffee experience with Americanization, third place, reward and class, and familiarity are key success factor of Starbucks in South Korea.
