스타벅스 마케팅 전략

소개글

스타벅스, Star bucks, 마케팅전략, 내외부 환경분석, 경쟁자분석, SWOT분석, STP 분석, KSA & SCA 분석, Problems & Recommedation

목차

1. External Analysis
2. Internal Analysis
3. STP Analysis of Coffee Industry
4. 4P Analysis of Starbucks
5. Coffee Industry in Korea
6. Competitive Analysis
7. Strategic Analysis (SWOT)
8. Current Problem at Starbucks
9. Recommendation by problem solving
10. Recommendation

본문내용

Social & Cultural environment
*Positioning as culture creation, not only a product
*Dilution of bad perception on caffeine, some studies argue effective on diabetes, alcoholic detoxification
*Leads to increasing demand for coffee products

Economical environment
*Increasing demand for high quality coffee
*Higher importance on price due to low entry barrier and many substitutes
*Severe competition from various business models of delivering coffee products

Current Coffee industry trend
- Brand equity maximization by culture creation
- More customized offering responding to diverse demand

참고 자료

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