Sulbing Critic – Successful Geographic Segmentation by PinpointingSulbing has implemented successful geographic segmentation by pinpointing where – domestically and globally – Sulbing should open branches. Sulbing situated a majority of their domestic branches in the following cities: Seoul, Busan, Incheon, Suwon, Degu, Dejeon, and Gwangju. These locations have a higher average income, population, and desert cafĂ© culture that will result in the largest profit for their business. On an global scale, East Asia Pacific has seen a steadily growing market demand for frozen desserts – such as ice cream or bingsoo – so it would be appropriate to introduce Sulbing to locations of China and Japan where this demand is growing, there is an existing dessert cafĂ© culture, and most importantly, are likely to already be aware of what bingsoo is – saving future trouble in acquiring customers quickly enough to maintain branch locations.
Sulbing’s regional partners including South Korea, the US, and Japan have an active and growing coffee and tea bar scene spanning all of Asia within their respective countries – the SINGJAMM Global Coffee and Tea Bar is one example. We’re especially excited to be joining the effort to bring Sulbing a taste of regional diversity to our local coffee and tea bars. With our growing footprint of approximately 900 local cafes across the world, we believe we are one of the first countries to take the initiative and open, or establish an office space. With a global audience of over 500 million customers, it will serve as a perfect platform to expand our business into as many countries as we can. We’re looking to continue our efforts, grow and expand our global footprint as we grow global customer base.
The SINGJAMM Global Coffee and Tea Bar
As more people come to visit and play on our community’s favorite cafes, we look forward to having a global presence in our own local cafes and coffee bars. Our current location in the USA (Coffee Bar & Suwon):
Mountain Vista
20 minutes ride from KG Park.
Founded in 2009, it has been established by two of our top coffee companies together, the SINGJAMM Global Coffee & Tea Bar and SINGJAMM Tea Bar – with a mission to promote the Starbucks-friendly coffee culture of its communities across the globe (see photos below). We’ve had numerous events and dinners, which also include our regional ambassadors. When you visit our coffee shop (see photos below), you’ll gain the benefits of a diverse selection of beverages from around the world, from the best American produce to the most traditional Chinese brews (see photos below).
Founded in 2009, it has been established by two of our top coffee companies together, the SINGJAMM Global Coffee & Tea Bar and SINGJAMM Tea Bar – with a mission to promote the Starbucks-friendly coffee culture of its communities across the globe (see photos below). We’ve had numerous events and dinners, which also include our regional ambassadors. When you visit our coffee shop (see photos below), you’ll gain the benefits of a diverse selection of beverages from around the world, from the best American produce to the most traditional Chinese brews (see photos below). The Caffe Lounge is the only global coffee shop located at this location that offers our local menu (see photos below). We’ll offer a wide array of local drinks on a sliding patio to fit your tastes. Whether you’re visiting SINGJAMM or SINGJAMM Coffee (or any of the other coffee joints we offer, our most popular beverages are available year-round in the mornings, by appointment). Our cafe and bar are located on the second floor’s South-facing patio with a view from the main balcony, so you’ll have plenty of time to relax in the comfort of your own home. There is also a bar with free WiFi in either room for an enjoyable conversation. The staff also have a fun selection of products and services available in their local beverage stores and stores, as well as local, specialty, or fresh produce (note that any fruit, tea, or cocoa beverages are not permitted on our site). The Caffe Lounge is the only global coffee shop located at this location that offers our local menu (see photos below). We’ll offer a wide array of local drinks on a sliding patio to fit your tastes. Whether you’re visiting SINGJAMM or SINGJAMM Coffee (or any of the other coffee joints we offer, our most popular beverages are available year
By examining the price and size of Sulbing to the average price and size of bingsoo at other dessert cafés, it can be concluded that Sulbing has on average a larger portion of bingsoo and topping for the price. While Jae Day stated that paying on average 7-8,000 won for one bingsoo is not targeting price-sensitive consumers but only targeting quality-sensitive consumers, this is not the case. Customers have come to demand reasonable of price what they pay for. One portion of bingsoo at Sulbing is not meant for one person, but for 2-3 people. By portioning their product to be large enough for up to 3 people and pricing their product in the average 7-8,000 won range, I believe that Sulbing is straddle positioning with a POP of affordable, bingsoo/dessert and a POD of premium ice and unique toppings – similar to how Subway operates their business. Thus, their targeting should not include people who prefer quality desserts over economical prices, but should include both price-sensitive and quality-sensitive consumers.
Furthermore, it is an incorrect conclusion according to the analysis