(영어,영문) 스타벅스(Starbucks) 기업분석과 마케팅전략 분석 (핵심 역량, 상황 분석, SWOT 분석, 목표 시장, 커피 시장)

소개글

(영어,영문) 스타벅스(Starbucks) 기업분석과 마케팅전략 분석 (핵심 역량, 상황 분석, SWOT 분석, 목표 시장, 커피 시장)에 대한 보고서 자료입니다.

목차

1. Executive Summary
2. Company Description
3. Strategic Focus and Plan
　-Mission/Vision
　-Goals
　-Core competency
4. Situation Analysis
　-SWOT Analysis
5. MarketProduct Focus
　-Starbucks marketing strategy
　-Marketing objectives
　-Points of differences
　-Target market
　-Positioning
6. Marketing Strategy
　-Product strategy
　-Price strategy
　-Promotion strategy
　-Place strategy
7. Conclusion
8. Works Cited

본문내용

Executive Summary

　Starbucks, amongst several multi-national coffee-chains, has a very strong competitive advantage against othercompetitiors. This report addresses how Starbucks has built its brand image and how it sustains its competitive advantage as it reaches over 40,000 stores worldwide. Started from a small coffee bean roasting shop in Washington, it now successfully has becomea multinational organization by focusing on three main elements: unparalleled lists of goods, an unbeatable customer service, and a dedicated effort of continuous quality improvement. Being unable to further grow past 6 franchises in the 1970’s, Starbucks was bought by Howard Schultz and has been booming ever since.




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Company Description

　Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 55 countries, including over 11,000 in the United States, over 1,000 in Canada, over 700 in the United Kingdom, and over 150 in Turkey.Starbucks sells brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and panini, pastries, snacks, and merchandiseitems such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and films. Many of the Starbucks’products are seasonal-specific and, at the same time, locally tailored. Starbucks-brand ice cream and coffee are also offered at grocery stores.

키워드

스타벅스 기업분석,   스타벅스 마케팅 분석,   핵심 역량,   상황 분석,   SWOT 분석,   목표 시장,   커피 시장,   스타벅스