星巴克Starbucks品牌拓展分析英文课件.pptx
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1、Brand Extention- StarbucksMTT and TYZRecommendationsMarket PenetrationMarket DevelopmentProduct DevelopmentDiversificationIntroductionThe Starbucks coffee company was founded in the year 1971 and its headquarter is situated in Seattle, Washington (USA). Starbucks operates a chain of branded coffee s
2、hops in around more than 35 countries of the world. The outlets offer hot and cold coffee drinks and few food items such as beans, coffee accessories and teas. The Starbucks owns 7100 of outlets. The major process of enlargement of starbucks started from 1982. Since then Starbucks has evolved from a
3、 modest $0.5 million business to a whopping $6.4 billion of turnover.Market PenetrationBrand Extention- Starbucks011. Market PenetrationIn market penetration strategy, the organization tries to grow using its existing offerings (products and services) in existing markets. In other words, it tries to
4、 increase its market share in current market scenario. This can be accomplished by: (1) Price decrease; (2) Increase in promotion and distribution support; (3) Acquisition of a rival in the same market; (4) Modest product refinements1. Market Penetration(1) Increase in distribution supportStarbucks
5、sought various methods to deliver its products outside its store front outlets. It opened licensed retail locations inside grocery stores and formed alliance with SSCO, pepsi C., U.S. foodservice, and Kraft foods to distribute products to grocery store and other food retailers. 1. Market Penetration
6、(2) Modest Product refinements Starbucks focused heavily on the developing quality experience of its product and service range. Starbucks has differentiated itself in providing a unique experience to its customers by giving specific themes in stores. The product mix consists of different beverages t
7、o suit peoples needs. Starbucks have also tied up boost up company profitability with other beverage companies such as Pepsi co and Kraft food. 1. Market Penetration(3) Digital Marketing New technolog improve the customer experience Encourages consumers to participate in the digital business(e.g.mob
8、ile payment systems) Third space a mobile Internet platform as the Fourth space. 1. Market Penetration(3) Digital Marketing Starbucks brings together all Starbucks digital items create brands and sustain Starbucks customer relationship. (e.g.Web, Mobile, Social Media, Digital Marketing, Starbucks Ca
9、rd and E-Commerce, Wi-Fi, Starbucks Digital Networking, Emerging In-Store Consumer Technology) 1. Market Penetration1. Market Penetration(3) Digital MarketingStarbucks use the online to create an online community for its overall brand image services to meet and promote the offline store sales. This
10、O2O marketing approach enables Starbucks to be effective in branding. (e.g. Starbucks Digital Network Service through the free Wifi for free reading The Wall Street Journal, New York Times, USA Today, The Economist and other paid content.)1. Market Penetration(3) Digital MarketingStarbucks offers fr
11、ee online service attract and retain a large number of customers for offline stores. (e.g. myStarbucks allows users to more quickly query to nearby stores and menu drinks information, greatly increasing customer loyalty)1. Market Penetration(4) Star cardThe promotion of Star card has brought more sa
12、les revenue to Starbucks. Each customers Star card consumption will be recorded. With the accumulation of consumer spending, customers will be able to get more feedback experience.(e.g.free coffee drinks, exclusive coffee classrooms, new product experience)The customers consumption habits and prefer
13、ences will be feedback to Starbucks timely through the Star card. Starbucks can more fully listen to the practical needs of customers, and then make the appropriate market penetration strategy.1. Market PenetrationSnowman Star cardClassic Cup Star CardThanksgiving Star CardMarket DevelopmentBrand Ex
14、tention- Starbucks022. Market DevelopmentIn market development strategy, a firm tries to expand into new markets (geographies, countries etc.) using its existing offerings. This can be accomplished by: (1) Different customer segments;(2) Industrial buyers for a good that was previously sold only to
15、the households; (3) New areas or regions about of the country (4) Foreign markets. 2. Market DevelopmentStarbucks has developed specialty coffee market in US by educating consumers and creating trends.It has created brand awareness and demand for coffee stores amongst American population. Starbucks
16、essentially transformed a commodity into specialty item that consumer were able to pay top money for it. 2. Market DevelopmentStarbucks has made concerted efforts to expand globally through the years, and its progress has been astounding. Now Starbucks is the chief retailer for brand specialty coffe
17、e in the whole world. It has more than 7,500 shops allocated in Canada, the USA, Europe, Asia and the Middle East. Starbucks revenue is growing yearly. It is opening about three shops daily. 2. Market DevelopmentOne key to its global success has been Starbucks willingness to adapt its menu to differ
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