스타벅스 영문판 마케팅 분석 조직 이론

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ce cream
▶ United Air Lines: service in the plane
▶ The New York Times: service in the office
▶ Barnes & Noble
⑥ Productivity(cost for a unit of production)
5. Strategy
⑴ Current Strategy
⑵ Tows Matrix
⑶ Recommended Strategy
① ST Strategy
Blanketing the New Area Strategy
Fact: Asia & European market on the rise(O)
Youngsters in these area think Starbucks as new one and cool(O)
Possible Suggestion: Use its domestic cash cow to international market
How to?
> Maintain partnership firmly
> Do not attack Italy & France immediately
: Tasters are highly educated
: Italy is the nation from where Schultz had hit into this business idea
: Hence, first, blanket nations who are surrounding Italy & France.
- Then, Romans & Parisians will be compelled to embrace the new culture.
Fact: Gen X, Y have started to regard its atmosphere(jazzy & moody music, antique-styled interior, etc) as a thing for yuppies
Possible Solution: Space for late 10 s & early 20 s is needed
How to?
> Setting Tower Record & Virgin Store as role model
: The first floor for baby-boomer gen., and the second floor for target for gen. X, Y.(Do not make separate-two doors to each floor, however Gen X, Y. will learn what financially abundant lives of old timers are as they climb up the stairs)
: Also, different interiors for each gen. are needed while renewals are not damaging integrity.
: Do not play Pimps & Heavies in the second floor, but play decent electronica(DJ Shadow, Portishead, Depeche Mode, etc) & modern stuff(Strokes, Coldplay, Radiohead, New Order, etc)
> Reinforce New-Tech Stuff(such as Internet-connected PCs and Wireless infra)
: It will also be welcomed by so called Old timers & Yuppies
: Coffee & Internet has a similarity in ADDICTION
② SO Strategy
Handshaking Strategy
Fact: Due to domestic market s predictable- saturation(T), it is inevitable for Starbucks to expand(S) to international market facing anti-globalization movement(T)
Possible Solution: Long-Term Public Relations Activities are needed to avoid the threats
How to?
>Build favorable relationship with suppliers in less developed coffee bean producing countries.
: For instance, build social infra such as hospital, school, library, etc)
> A recent campaign of donating used books in Korea.
> Be an official-and the first globalized company- supporter of World Social Forum, Porto Alregre in Brazil; will leave a sensational footmarks.
③ SO Strategy-2
Brand Management Strategy
Fact: One of its core competencies comes from the brand(S)
Possible Suggestion: Build a strong brand identity
How to?
Focus on main course: Specialty Coffee
: Build blocks to competitors(tightly located outlets to make a pie bigger)
: Make white & gold-collars in Asia as new buffs
(example: Teheran Valley & Kwanghwamoon area in Korea)
>Specially-planned Joint Venture to diversify the brand and create a new market
: Do Joint Venture with Heineken, not with Miller
- Their similarity in green emblem, European-styled, premium brand, and
snobbism.

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