STARBUCKS Marketing strategies of Starbucks

Consumer BehaviorStarbucks VS Coffee in Village Index 1. Why we choose these2. Intro3. Consumer Behaviors1) Starbucks2) Coffee in Village4. Marketing Strategies1) Starbucks2) Coffee in Village5. Criticism & Recommendation1. Why we choose theseAmong those brands which provide the same product and service, Both Starbucks and Coffee in Village are well known to us but the former is the world largest brand and the later is a very localized brand. Therefore, these have a lot of thing to compare in terms of consumer behaviors and marketing strategies.2. Introduction of coffee market

Table of Contents1. Executive Summary2. Company Description3. Strategic Focus and Plan-Mission/Vision-Goals-Core competency 4. Situation Analysis-SWOT Analysis5. Market Product Focus-Starbucks marketing strategy-Marketing objectives-Points of differences-Target market-Positioning6. Marketing Strategy-Product strategy-Price strategy-Promotion strategy-Place strategy7. Conclusion8. Works CitedExecutive Summary Starbucks, amongst several multi-national coffee-chains, has a very strong competitive advantage against other competitiors. This report addresses how Starbucks has

of that time. However, too many coffee houses struggled to survive and many of them dropped out eventually. Therefore, it was a big challenge when Starbucks decided to enter Korean market because people hadn’t experience that kind of coffee. There were no high quality coffee consumers and no take-out culture. It was not sure that a whole new culture could be successful.(2) Strategies to settle new culturesThe first problem was that there was no existing market selling similar kind of coffee. The price gap between instant coffee and Starbucks’ espresso was big. To solve this, Starbucks t

of service. so, Popeyes should implement aggressive store open strategy rather than investment for service education. actually Mcdonald has been successful to increase salse for this strategy. 4. marketing straregies 1. cafeteria style As our group briefly said in the positioning section, we target POPEYES as a new culture place like Starbucks. At the same time, this positioning of cafeteria style restaurant becomes marketing strategies of POPEYES. There are 2 explanations for why positioning can be the powerful marketing strategies to increase the market share. Firstly, theres no hope i

Outline1. Introduction to starbucks2. Marketing strategies of starbucks3. Korea as a niche market- Hyung yong- Ki hoon- Sa sungHistory of Starbucks1971- In Seattle(U.S), 1st branch- Retail shop for coffee bean1st Branch in SeattleHistory of Starbucks19711987Now- In Seattle(U.S.A), 1st branch- Retail shop for coffee bean- Howard Schultz- Starting with Coffee shop- About 18,000 branchesStarbucks in WorldStarbucks in WorldMore than 60%! (About 11,000/18,000)Starbucks in Korea1999- Near by Ewha university , 1st branchThe 1st foreign sign in the worldKorean Sign of Sta