스타벅스 2007년 마케팅 분석(STP, 4p) 영문WKFY

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목차

Article
About Starbucks
Marketing analysis
STP
Marketing Mix(4Ps)
conclusion

본문내용

About Starbucks
· Origin of Starbucks : A coffee roasting store in Seattle (1971)
· Established by Howard Schultz (present CEO / 1987)
· Established Starbucks Korea in 1997
· Size of Company : 13,000 Stores in about 39 countries
· Employees : 145,000 Partners
History
· Starbucks : motivated a man (Starbuk)
who loved coffee
from the novel “Moby Dick”
· Symbol : Siren in Greek mythology
About Symbol
About Starbucks
Coffee in the world
Brand Coffee store in the world (2004)
About Starbucks
Coffee Market Share in Korea
Market Analysis
Situation Analysis (SWOT)
Treat of many alternative goods
Too many competitors
Low growth of coffee market
High qualified coffee
potential of Asian market
Cooperate with other companies
High price of product
exchange risk
Need a lot of money
Brand power
Good Quality
marketing differentiation
Strength
Weakness
Opportunity
Threat
Market Analysis
1. Other specialized take-out coffee brands
Competitor Analysis
Such as Coffee Bean,
Pascucci, Java, Rosebud
They use similar
strategies like Starbucks
(price, place..)
Market Analysis
3. Casual Cafe`
Competitor Analysis
- Cafe` that use good beans but it also sell other drinks.
- coffee vending machine
coffee mix
because of low price, convenience
2. Instant coffees
STP
Starbucks’ separate by locations and ages
Segmentation & Targeting

참고자료

· http://www.starbucks.com
· - Starbucks company profile PDF
· http://www.starbucks.co.kr