• Culinary science and hospitality research
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• v.16 no.2
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• pp.155-169
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• 2010

Only specialized coffee stores which have a competitive power will survive in the future and what matters is that how well they satisfy customers. A variety of costumers regard their individuality as important and prefer the store which meets their value. Therefore, managers should have a marketing strategy which comes up to customers' expectations with a clarified concept. In this respect, this study focuses on the structure of a specialized Japanese coffee store system which is similar to that of Korea and its changing process. The purpose of this paper is to present an ideal strategy for a specialized Korean coffee store system after investigating Japanese various kinds of coffee, their developmental process, and the Japanese coffee market trend. According to this results, Korean studies on coffee are just focusing on the quality of services. Therefore, it is necessary to study the scale of stores, the classification between domestic coffee stores and those of foreign enterprises, and the comparative analysis of both individual coffee stores and franchised coffee stores.