星巴克的營銷策略

1、starbucks facing tough competition with rivals,tl3018 luo jing,agenda,background brand positioning target markets(consumers vote) products positioning the key issue with starbucks coffee coffee with industry competition (product & menu, mode of operation, customer services) convenience store of comp

2、etition fast-food shop selling coffee sentinel coffee machine recommendations -expand market share -brand extension strategy -implementation of different strategies -enhance the maintenance of public relations -implemented diversification strategy -insist on direct operating conclusion,background,st

3、arbucks coffee company was founded in 1971 have more than 16,000 coffee shops in the world employs more than 150,000 people a long time create a unique starbucks experience third living space not only a coffee house but also a brand and culture,brand positioning,most people can afford the luxury thi

4、rd life space people buy coffee at starbucks, but also bought a way of life.,target markets:,urban white-collar workers business travelers expatriates students,consumers vote,sorry, i do not like starbucks . -4% does not matter like it or not, did not feel anything . -4% what is starbucks?-1% i like

5、 starbucks, can not tell the specific reason. -1% i like the taste of starbucks coffee. -12% i like starbucks coffee, the kind of environment and atmosphere34% i like the starbucks culture andvalues. -23% i like a cup of coffee at starbucks inside the school, the internet-13% i like starbucks produc

6、ts: coffee, coffee beans, cd -5% ht,products positioning,classic starbucks coffee frappuccino tea drinks,the key issue with starbucks coffee,they are many competitors in the market, the main has the following four: (1) coffee with industry competition. e.g. mc caf ，the coffee bean (2) convenience st

7、ore of competition (3) fast-food shop selling coffee. e.g. kfc, burger king, subway. (4) sentinel coffee machine starbucks how to be different and to win more market share?,coffee with industry competition,chain or franchise, mc caf, the coffee bean. and enter the market of independent coffee shops

8、and coffee shop. challenge: the brands market position, relatively close to the target population is the most competitive rivals. we can analyze this in three ways the two companies:,product & menu,starbucks main product is coffee and drink , cake,the coffee bean& tea leafnot only coffee ,drinks, ca

9、ke, but also other staples,product & menu,coffee is a core element of starbucks. its products to make its brand more professional. the coffee bean & tea leaf have more products to give the consumer more choices, and attract a wider range of consumers.,mode of operation,starbucks- direct operating al

10、l power outlets by the hands of the starbucks can do the best in quality control the coffee bean& tea leaf franchising expand market share easily not involve high capital risk not to take into account the franchisees daily chores facilitate management,customer services,starbucks net work and power p

11、lug easy to login sale more coffee the coffee bean& tea leaf net work, not power supply reduce wastage of resources cost savings,convenience store of competition,starbucks leisure environment the third living space challenge: widely distributed, such as 7-11 family mart, etc. wide consumer groups co

12、nvenience store cheaper than starbucks coffee,fast-food shop selling coffee,for example: mcdonalds, kfc starbucks various types of coffee attract the different tastes of consumers challenge mcdonalds and kfc are very popular coffee as an additional product affect the sales of starbucks,sentinel coff

13、ee machine,starbucks coffee brand identity coffee technical advantages challenge more convenient more cheaper than starbucks coffee no specific group of consumers,recommendations,expand market share open more shops in more different countries and regions occupy the space of competition brand extensi

14、on strategy entry supermarkets, convenience stores for sale use brand and the resources to seize to-drink coffee market share additional product development e.g. cups with starbucks logo, cookies, starbucks coffee power,recommendations,implementation of different strategies maintain the brand charac

15、teristics enhanced features apart from competitors with the same industry enhance the maintenance of public relations focus on the establishment of emotional bonds with customers hrm, emphasis on staff training,recommendations,implemented diversification strategy adhere to brand positioning, enhance

16、 coffee extraction technology peel off unnecessary work insist on direct operating ensure coffee quality, service quality and corporate culture unique starbucks culture promotion strategy vip regulation integral preferential,conclusion,coffee chain starbucks as the world leader in its unique marketi

17、ng model has also brought its huge success. this success is worth our study, but the starbucks in the expansion process also encountered a crisis that also deserves our attention. for now facing major problems: in many of the competitors, how to get more market share? have give six suggestions for improvement: expand market share brand e