Case

Analysis on
Caffebene
Presented by,
Niraj Ghimire
Amit Pathak
Subigya Regmi
Prajwal Sagar Shrestha

Coffee market in Korea

Rankin
g

Company

Starbucks

Caffebean

Coffee Beans

Tom and Toms

Hollys

Coffin Grunaru

Caffebene
Caffe Bene was founded by the current CEO Sun-kwon
Kim in 2008 at 29 years of age,
790 stores (avg. new stores every 2 days)
#1 coffee shop in South Korea in 2011
Target both genders aged 20-30

CEO Sun-kwon Kim An

Entrepreneur
The idea for Caffebeans.
Age : 44
He traveled to Canada and saw that the local
coffee shops there were very popular. He had
confidence that he could create a brand that
could compete with the cafs he saw.
Quotes There are two types of people in this
world: one who dreams and one who puts into
actions. Dreams are not meant to be dreamed
through words but through actions"

Synopsis
Caffebenes successful challenge to the likes
of Starbucks
Entrepreneurial journey of Kim
Difficulty in entering the US market

Issues
What are the main factors that led to Caffebene being the number one
brand in South Korea?
How has the leadership and personality of Kim helped in making
Caffebene the brand it is?
How did Caffebene manage and control its product/service quality?
Was Caffebene too ambitious when it decided to expand into the global
market considering its financial strength and the costs involved?

Conclusion
Potentiality to become successfully
Number of coffee drinkers growing
Ability to address the customer needs and find gaps
Different concept from grab-and-go.

Expansion into New York a springboard for

success in the Asian market
Unfair to judge solely on the basis of New York
or American stores