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MKTG1275 Strategic Marketing

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The assignment is based on the case from case study from ACRJ – “Caffé Bene Disrupts the Stagnating Korean Coffee Shop Market” case study.


(a) Discuss the competitive forces in the coffee retail industry in Korea OR Singapore.

(b) Identify the distinctive capabilities of Caffe Bene outside of Korea and discuss if

the company is market-driven.


(a) Explain Caffe Bene’s marketing strategy in the retail coffee market in Singapore, Malaysia, Thailand OR Indonesia.

(b) Examine Caffe Bene’s CRM strategy and its contribution to its success in the selected country.


(a) Discuss positioning strategy of Caffe Bene in your selected country and compare this in relation to its two competitors.

(b) Voted the best coffee brand in Korea, Caffe Bene has opened outlets in South East Asian countries as part of its international expansion. Examine the channel strategies of Caffe Bene in the country you have selected


(a) Develop an appropriate marketing communication strategy for Caffe Bene in Singapore, Malaysia, Thailand OR Indonesia to target the youth market. Include relevant components of marketing promotion in your answer.

(b) Illustrate a two-dimension perceptual map of the Caffe Bene brand versus its competitors in your selected country. The x-axis is “Perceived Price” and y-axis is one attribute of your choice. Explain the positions you have selected.

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