눈물이또르르르르

2016년 5월 6일 금요일

스타벅스코리아,커피산업,커피시장,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p 자료

스타벅스코리아,커피산업,커피시장,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

스타벅스코리아,커피산업,커피시장,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

Starbucks’ communication with customers
in Korea

1. Company Introduction
2. Environmental Analysis
3. Present condition of the company
5. Speculations
4. Suggestions

hISTORY

1997
Entered into a licensing agreement with the Shinsegae

Opened the world`s first IT store
2008

Collaborated with Shinsegae
2000
http://www.istarbucks.co.kr/About_us/starbucks_history.asp
Won the Brand Olympic in coffee specialty store
for 6 consecutive years
2009
Implemented Asia`s first application service
Issued Webzine of contribution to society
2010
Won the Korean First Brand Awards
for 4 consecutive years
2011

History of Starbucks

Company culture
http://www.istarbucks.co.kr/Responsibility/starbucks_shared_planet.asp

Introduction to Starbucks

Success and Failure of communication
Coffee
Rice cake

Introduction to Starbucks

5 Forces

http://collabonomism.tistory.com

SWOT Analysis

S
High brand awareness
Collaboration with
Shinsegae
Aggressive expansion
Well-being trend
된장녀 syndrome
W
O
T
Communication !
Increase consumption
of coffee
Increase foreigner
http://www.scribd.com/doc/3972739/Starbucks-Swot-Analysis

Introduction to Starbucks
^
Trend of Coffee market
카페의 이익 및 선택속성에 관한 연구:문화적 속성을 중심으로 - 황보경
For customers, they do not visit this shop only to buy some cups of coffee

What customer want = Coffee +
α : Mood, Friendship Space(Communication),
Office Space(Mobile environment), Brand(trust)
α

Introduction to Starbucks

Present condition of the Starbucks
Income before taxes

Gross sales
x100
Return on sales

=
Importance in industry that has high ratio of fixed asset
Caffebene entered to coffee market (May, 2008)
www.kocoinfo.com

Starbucks VS Caffebene
Similar Positioning
Volunteeractivity
Premium Brand
Social
Alike
Various cultural business

Communication

Expansion of communication field

Utilize customization

Activate social networks
3 point of suggestion

Suggestions 1

Expansion of seminar
# of seminar is rare

Lack of explanation
about coffee

Need more interaction
with customers

Regular coffee seminar should be held each quarter
(every 3 months).

Suggestions 2

Full explanation of menu option
Customers cannot recognize existence of extra custom order

Appropriate Explanation ▷ Noti

[1]

자료출처 : http://www.ALLReport.co.kr/search/detail.asp?pk=11067045&sid=ddangkung&key=