[마케팅]스타벅스의 문제점과 해결방안 (영문판)

소개글

캐나다 모 대학에서 마케팅 프로젝트로 한거구요
1.외부 환경분석 2.내부환경분석 3. 문제점과 개선방안 4.결론
이렇게 프로젝트가 구성되는데요 각각 진행된 프로젝트라서
여기엔 3번과 4번이있습니다. 한꺼번에 된 프로젝트보다 문제분석이
잘되어있습니다. 문제점 일단 분석하고 해결방안 제가 쓰구요
PROS AND CONS 적었습니다. 찬 반이요.. A받은레포트입니다!
전부다 영어로 되어있어요. 결론도 있습니다.
문제점과 해결방안 워드로 총 10장입니다

목차

1. Customer service
2. Merchandise Assortment and Variety
I. Separate sales of coffee beans to keep freshness
II. Muffin, cake, cookie, and sandwich
III. Pursue of variety of foods
3. Communication
4. Location at Chapters
5. Utilization of E-business
Conclusion

본문내용

1. Customer service
Starbucks’ customer service is quite good. To work Starbucks shops, employees have to go through thorough training system at least 2 weeks, and usually 4 weeks. Employees are very friendly and serve customers with big smile.

• The threat of competitors as an aspect of communication
The company should consider expanding customer service because its service is not enough for customers. Compared to competitors like Tim Hortons or Coffee Time, it tends to advertise far less. Because Starbucks is a favourable situation in coffee industry with a representative and high brand identity, it pursues the strategy which gives customers the feel of prestige though the coffee rather than strong appeal. Yet Starbucks seems like neglect the spirit of customer-oriented. To illustrate, Tim Hortons and Coffee Time offer rollup the rim event once a year which give great opportunities to gain free coffee and many gifts. In a case of Coffee Time, it has a bonus coupon promotion, so customers can get coffee for a free when they purchase 10 cups of coffee. To receive various benefits as material things can positively affect to their customers. In the psychological side, nobody hates free things. Customers may feel unfair related to other coffee shops. Although Starbucks coffee is quite expensive than others, it has almost no promotion for its customers.

참고 자료

http://strategize.blogspot.com/2004/06/lessons-from-starbucks-howard-schultz.html

www.Starbucks.com

www.Starbucks.ca

Starbucks at Chapters of Bayview Village Shopping Centre
2901 Bayview Avenue Willowdale, Ontario M2K 1E6
Manager: Micheal
416) 512-2173