스타벅스 기업분석과 마케팅전략 분석 (영문레포트)

소개글

스타벅스 기업분석과 마케팅전략 영문레포트 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

There are many coffee chains such as Tully’s, the coffee bean and tea leaf, and Dunkin. Each has differentiated its marketing strategy—from lower-price strategy (Dunkin) to premium value strategy. (The coffee bean and tea leaf) However, it is hard for them to fully and exclusively differentiate customer targets. Eventually,Starbucks has to share some portion of common customers. Therefore, if Starbucks is not as good as or even better than others, than customers would easily be leaving Starbucks. Especially, Starbucks is recognized as leading company in coffee industry. Thus, customers require Starbucks to do more than other coffee chains. However, it is quite hard to either lower the price or to deliver more values because Starbucks is already has provided what it could do at their best. As the law of diminishing of returns shows, however the Starbucks inputs huge effort, the probable output would be trivial.

참고 자료

조셉미첼리; 스타벅스 사람들; 서울; 명진출판; 2007

김영한,임희정; 스타벅스 감성 마케팅; 서울; 넥서스Books; 2003

하워드슐츠, 조앤 고든; 온워드; 파주; 8.0; 2011

http://www.starbucks.com