关于星巴克的.docx
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关于星巴克的.docx
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关于星巴克的
1.Executivesummary
WechoosetheStarbucksshopatWandainWuXi.
Accordingtothemarketsituationandstrategy,thecoffeemarketisverysuitableforStarbucks.ItunderstandstherequirementsofChinesesoitscharacteristicscanattractmoreChinese.Weanalysisit’scompetitorsandconsidermoretoimproveourStarbucks.ThePESTandSWOTanalysisofStarbucksandaccordingtothemarkettodecidegoonthemissionandmakeaplantotheobjectives.Theproductmixandfinancial,budget,andforecast.Thelastbutnotleast,themarketmixandcontrolofStarbucks.
2.Situationanalysis
China’scoffeemarketisverysuitableforStarbucksenterintoit.Moreandmoredevelopmentofeconomy,manypeopletakecoffeeastheironeofpartofdailylife.Thepotentialchanceandgoodmarketcompetitorsgiveitgoodpressure.Theneedsandwantsofcustomers,itcanunderstandandgivethemagoodenjoy.
2.1Marketsummary
2.1.1CurrentMarketSituationandStrategy
China’scoffeemarketisgoodforStarbuckstoenterintoitbecausecoffeebecomesacultureandmanypeoplelikedrinkingcoffeelikeitsenvironment.Thepotentialhugemarketgivesitopportunitytodevelopitsmarketshare.
Ithasagoodrunmodel;itgivesathirdspaceforthecustomers.Itprovidehighqualitycoffeeandgoodservice.Moreandmorecustomerslikethebrand.
ItunderstandthecultureofChina,soithasteaandanyothersproductscanattractcustomers.
2.1.2Majorcompetitorsandtheirstrengthsandweakness
ShangDaocoffeeisthecoffeebrandofTaiwan.
Strength:
Itisfamousforthehighqualitycoffeebeansandgoodtaste.Itcooperateswiththeteacultureandcoffeecultureanditprovideelegantenvironment,goodservice,andfavorableprice.Itisagoodplaceforlovers.
Weakness:
ItisaTaiwancoffeebrandsoitdon’tthespecialpartforforeignpeople.Itlack
Thecreation,itscakeisnotverydelicious.
Itsenvironmentisnotsuitableforyoungstudents.
DiOucoffee
Strength:
Itisthechinabrand.Ithastheatmosphereofrespect,carefulandtruthful.Anditisfamousforitsqualityandgetsmuchpraiseofmanyindustries.Itpaymoreattentiontotherawmaterialofcoffeebeansandmakesurethesafetyofthecoffeesomanycustomersbelieveitsproduct.
Weakness:
Ittheserviceattitudeisnotgoodandmanycustomersreflectit.ItisthelocalbrandsothecoffeeissuitablefortheChineseandmanyforeignpeoplecan'ttastetheauthenticItaliancoffee.
2.2Theexternalenvironmentofmarketinganalysis(PEST)
Political
●Thestablepoliticalenvironment,Starbucksrunthecoffeebusiness,itdoesn’trelatetocountriesmonopolizeindustriesandourcountry’spoliticalenvironmentwon’thavemorechange.
●Withthedevelopmentofsociety,Chinaencouragesforeignindustrytoenterintoourcountry.
●Starbucks’developmentwillfacestablepoliticalenvironment.Atthispresent,thisgoodpoliticalenvironmentisthebasicofStarbucks.
Economic
●Atpresent,China’seconomyisinthepartofhighdevelopment.Inthispart,people’sincomeincreasefast.Theimprovementofpeople’sincomeprovidestableeconomyenvironment.ItisusefulforthedevelopmentinthemarketofStarbucks.
●Inthissociety,people’ssavorimprovemore,sotherequirementofcoffeebecomemoreandmore,soitisgoodfortheexpansionofmarketforStarbucks.In6/22/2011,professionalpersonsaid,thecoffeesalesvolumewillincrease15%-20%peryear,Chinamaybethebestpotentialcoffeecountry.Thesecondandthirdlevelcountry’scoffeesalesvolumeincreaseconstantly,itsmarketsharealsoincreaseconstantly,thesecountrieswillbecomethepointmarketsofChinacoffeeindustriesinthefuturewith20years.
●Thepotentialisveryhuge,inChina,everypeople’scoffeesalesvolumeis4cupseveryyear.EventhoughinBeijing,Shanghai,thesebigcities,everypeople’scoffeesalesvolumeis20cups.
●InJapanandEngland,everypeopledrinkonecupofcoffeeeveryday.JapanandEnglandarethefamousteaculturecountries,atpresent;thosehavedevelopedhugecoffeemarkets.So,Chinahashugepotentialability,itmustbeoneofthebiggestcoffeemarketsintheworld.
Social
●Moreandmorepeopleacceptcoffeeandlikecoffee.Accordingtoanimportantresearch,32%citypeoplelikedrinkingcoffeeincludedyoungpeopleandfamilywomen.People’sageunder35yearsarewhitecollarbecomethefastgroup.
●Somecustomersmaybedon’tlikedrinkingcoffeebuttheylikethegoodatmosphereandenvironment.Theywillbuysomeotherproductsinthecoffeeshopsothepotentialcustomersgroupsaremore.
●Alongwithpeoplerecognizecoffeeandcoffeeculturesocustomersbeginwithrecognizescoffeebrand,styleandtaste.
●Toseetheagepopulationstructure,coffeeisbelongwithexternalculture,youngpeoplecanacceptiteasily,andsoyoungpeoplearethetargetcustomersofStarbucks.Inanimportantresearch,middleagepeopleandyoungpeoplearethetargetcustomersofcoffeeindustry,atthesametime,thenumberofmalecustomersaremorethanthefemalecustomers.Itmeansthatthesalesgroupisthewhitecollar.
Technological
●Starbucksusebestcoffeebeans,manualmakecoffeeandmorekindsofcoffeedrink,goodtasteofcoffeeandavarietyofcake.Coffeeisrubateverytime,itstasteispureandlubrication.Becausethestabletaste,sothechangeofStarbucksislittle,andexternaltechnologycompetitionisalsostability.
●TheadvanceofinformationincreasethemanagementefficiencyofStarbucks,sotheheadquarterscancontrolallbranchesshopseasilyandfast.Therefore,informationtechnologyestablishestheplatformforStarbucks’management.
●BecausetheshorttimeofcoffeeenterintototheChinamarket,Coffeemarket’sdevelopmentisstillatthegrowthperiod,manyinventorswillenterintoandthepressureofcompetitors.Astheinventors,theyshouldimprovethequalityofproductsandfindgoodmarketsegmentationandchangepublicityemphasis.
2.3SWOTanalysis:
Strengths:
●Businessmodel:
Itcanusedifferentmarketconditiontocorporateandrun.
●ItcreatesacoffeereligiousofexperiencewithStarbucks.
●Thegoodproductandquality.Italwayspursuitanexcellentenjoy.
●Itpaysattentiontothecreationanddevelopment.
●Meticulousandthoughtfulservice:
Itdoesandfacetofaceandfixedsystem.
●Itsplacewassetupinthecrowedplace.
Weakness
●Manylocalpeoplestillcan’taccepttheforeignbrand.
●Theorganization’sefficiencyisnotgood.
●Thepressureofchainmanagement.Groupmanagementhasbadefficiency,professionalandaccuracy.
●Capitalchainmanagementpressure:
therentofcommercialofrealestate.
●Itwantstogetthegoaloffinancialtodecreasethecostandusetheflowchangehomework.
Opportunities
●Thevacancyofmarketenters:
thebarriersarelowinChinaandtherequirementofpotentialclient.
●Thechanceofagebackground.Globalizationimprovesthesynergisticeffectcross-regionalandcross-brand.
●ThepotentialofcoffeemarketinChina.Itcanexpandthebrandeffect.
Threat
●Manycompetitorssuchascoffeecounterparts,conveniencestoreandfixed-pointcoffeemachine.
●Thesubstitutionofteaandanyotherascension.Manypeoplewillchoosethese.
●Thecostofrawmaterial:
therawmaterialofcoffeeanddairyproductsisincrease.Theprofitwasextrusion.
●Theunbalanceofdifferentplaces.DifferentplacehasdifferentincomebutthepriceofStarbucksisunified.
3.Marketingstrategy
3.1Mission
Ourmissionistoprovideathirdspacetoworkersandletthemgivecustomersgoodservice.Weexisttoattractandgivethemdifferenttastecoffee.Weaimtoexceedtheirwaitandexpectation.
3.2Marketingobjectives
1.Increasethesalesvolume10%to16%in2013.
2.Establishagoodbrandimagetoattractmorepotentialcustomer.
3.Increaseourcustomersfrom350-500customersadaybytheendof2013.
3.3Financialobjectives
·Agrowthrateof5-10%eachfutureyear
·Acontinualdecreasethevariablecostsassociatedwithcateringservices
·EveryStarbucksshopinWuxihassteadygrowthandsteadysalesvolume.
3.4STP
Segmenting:
Accordingtothegeographicalfactorswecansegmenttheconsumermarket.Forexample,thedevastatingChineselevelcities,suchasShanghaiandBeijingandcoastalcitiesinChina,SuchasHangzhouSuzhouandGuangzhou.TheyhavedifferentconsumptiononStarbucks.
Accordingtothedemographicsegmentationwecansegmenttheconsumermarket.Forexample,wecandividethesepeopleintotwopart,thefirstpartisdon’thaveacceptthecollegestudystudentandhavethelowdegreeofeducation,thesecondpartishaveacceptedthecollegestudystudentandhavethehighdegreeofeducation.TheyhavedifferentconsumptiononStarbucks.
Accordingtothepsychologicalfactorswecansegmenttheconsumermarket.E.g.seekforthequality,seekforthefashionandpersonalityseekforthetradition.TheyhavedifferentconsumptiononStarbucks.
Accordingtobehavioralfactorswecansegmentconsumermarket.TheymaybedividingintocoffeeLover,coffeerandomconsumersandthecoffeerejectioncustomers.TheyalsohavedifferentconsumptiononStarbucks.
Targeting:
Starbuckstargetmarketisamiddleclassforthemainstreamsocialclass.Thecustomerspositioningis"whitecollar"andsomeonewhohaveenoughmoneyandpaymoreattentiononenjoythemlife.
Positioning:
ThepricepositioningofStarbucksistheluxurywhichmostpeoplecanreceived.Starbuckputitselfidentifythethirdplace,itisthethirdplaceandindependentthefamilyandoffice.
3.5MarketingMix
3.5.1Productmix
Starbuckshasmanykindsofproductssuchas:
coffee,teaandotherde
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