소개글
스타벅스 마케팅전략(영문)에 대한 자료입니다.
목차
Environmental Scanning
- Customer’s behavior change1 “Participation”
- Customer’s behavior change2 “Consumption”
STP strategy
Marketing Mix
Place
Price
Product
Promotion
Physical Evidence
Conclusion & Critical Points
본문내용
The strategies for the Customers who changed their consumption behavior
The Customers who raised their participation about coffee will spend more than ever.
What if we provide more convenience environment to customers in terms of accessibility?
When we raise an access route, is the strongest competitor “DUNKIN”? NO!
Price Taste The number of store Service Brand Value Total
Starbucks 2 4 4 5 5 20
The Coffee Bean 1 4 1 3 4 13
Instant Coffee 4 1 5 0 1 11
Dunkin Donuts 3 2 4 3 2 14
The market research from new target customers
“Starbucks Daechi-Dong (at a Eun-Ma APT back gate)”
Easily accessible place because it is located at bed town.
Don’t lean upon not specific generation but all generation.
Above 60% customers are 30s young housewives, elderly women and middle-aged couples.
Children customers who are with mom.