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
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.
≪ … 중 략 … ≫
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.
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.
≪ … 중 략 … ≫
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.
추천자료
- 스타벅스의 해외진출 성공사례 분석과 한국진출 마케팅 전략 분석
- 스타벅스의 마케팅 성공전략분석
- [브랜드마케팅]스타벅스의 브랜드마케팅을 통한 성공사례 분석
- 스타벅스의 5GAP 모델에 따른 기업 서비스 분석
- (마케팅) 스타벅스의 감성마케팅을 읽고, 스타벅스의 감성마케팅에 대한 분석 및 경영전략 분석
- 세계적 기업 스타벅스(Starbucks) 성공의 전략 분석
- 스타벅스 마케팅 분석자료
- 스타벅스 마케팅 분석
- [서비스경영론]스타벅스 마케팅전략 및 성공요인 분석(A+리포트)
- 스타벅스 마케팅사례및 인사관리분석 - 스피치대본 포함 자료
- 스타벅스(SWOT, STP, 분석, 외부, 내부, 환경, 분석, 마케팅믹스, 성공, 요인, 개선점, 대안...
- 스타벅스 마케팅 성공요인분석과 향후발전방향및 나의견해
- 스타벅스 VS 카페베네 마케팅전략 비교분석및 새로운전략제안 - SWOT분석, 시장환경분석, 마...
소개글