-Why we choose Starbucks ?/ Goal of this project
-Starbucks is…/ Starbucks’s thought about management.
-SWOT Analysis / Target marketing/ Positioning
-Alliances with Starbucks/ Specific example
-Environment marketing/ Ethical marketing/ Five senses marketing
-Medical Insurance /Bean Stock/ Company loyalty
-Variety & Quality/ Roasting/ Flaver lock
-FDI/ Returning to local Society
1.Success factors of Starbucks
2.Problem and Management crisis of Starbucks
3.Developing direction of Starbucks
4p strategy includes concept of product / price / place /promotion. This strategy is made purpose to market systematically. Because Starbucks also is company, so it has 4p strategy, too.
Starbucks pursue diversity of product. Caffe latte, cappuccino, Americano, etc. starbucks sells more than 20 kinds of coffee. And because it sells goods like mug cup, it became to sell starbucks’s image. Because of coffee shop, it uses supreme Arabica coffee bean. Not only coffee bean, starbucks use special method of roasting. Customer can buy various size of coffee cup and make their coffee taste through many syrup and powder. It may make different taste of starbucks coffee. But it does a role to make people stable and get effect that gives respect of personal taste. Also its homepage provides coffee-customizing service. Before people go to starbucks, they can choose their coffee.
Starbucks never cut down their coffee price. They have premium price policy. Price is not important to starbucks, because they consider coffee quality a matter of the highest priority. And starbucks use point policy or event, because they maintain high class image.
It means distribution-area rather than spot. Starbucks has 17000 shops at 50 countries. And it is not franchise but direct-management. So management is thorough. It aims young class, because that class buys goods regardless of price. Starbucks shops usually are located in landmark which is used appointment place. So people come to starbucks naturally.
You know, starbucks doesn’t use advertisement through TV, radio. In the beginning stage, it doesn’t have enough capital to use ad. There is just ad by people’s mouth. But that becomes unique starbucks advertisement. Then they secure a capital of ad. As a result, starbucks can invest the money to develop their own company like educating employee, expanding facility. Starbucks believe satisfied employees to make satisfied customers. So it thinks employees important, because employees soon become advertiser.
-Alliances with Starbucks
*Definition: two different company contract to achieve their goal and share danger and profit through interactive relationship. Because they combine individual capability for their goal, such business is used to get more resources, technology, labor. It can make them to precede.
Specifically they can get effect through alliance like this.
•Google Homepage search (not found author), “Starbucks SWOT Analysis Files.” 17 July, 2008
•Jaxson Smith, “Starbucks Target Market and Management.” Tancer, B. 10 January, 2008.
•Thompson, and Strickland., “Concepts and Cases; Starbucks Case.” Retrieve18 April, 2002.
•Magawon,"Starbucks Shared Planet",Starbucks gossip,19 Oct,2009
•Vianeeycho"Ethical coffee bean buy"Emproio stefano,16 Feb,2009
•Social"Starbucks's fair trade"Thick note,2.July.2009 http://dreamwk.tistory.com/32
•Howard Schultz, Dori Jones Yang. Pour your heart into it, 1999.
•“Rising Starbucks, falling McDonalds.” MoneyToday, 3 March 2003.
•“Founder came and revive the Coffee empire”. JoseonDailyNews Economy, 17 April 2010.
•Naver blog search (unknown author/ID: yedarmsky). “4p strategy”. 12 may 2007
•Yun, jae-jun . “burgerking, aiming mcdonald, alliance with starbucks”. [Financial news] 17,feb 2010
•naver knowledge search (ID: itcall_scm). “strategical alliance” 10 aug. 2005
•Starbucks. Homepage. 3 May. 2010
•Jaeun, Jang. “The crisis of Starbucks” .Column 4 August 2008.
•Ruby”Intro of the Starbucks”4 Sep 2008
•Babyuchunluv” Intro of the Starbucks”16 Dec 2009
•Isabel Isidro, “Lessons from the Success of Starbucks.” October 5, 2004.
•Sara Fon,” "The Starbucks Experience," November, 12, 2009.
•Daum blog search, Lee jong-hee, “great attitude of starbucks could be respected”, 2 April 2008
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