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Profile |
Music |
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Rabu, 07 April 2010
tugas international marketing (starbucks analysis 1) Introduction We choose Starbucks coffee as our product and brief information because Starbucks is a market leader for coffee shop in Jakarta. Indonesia is one of the largest coffee suppliers in the world. Due to the fact that Indonesia produces such a good coffee bean it is no wonder if Indonesian people like to drink coffee and finally became like a tradition. This is why Starbucks introduces the culture of drinking coffee that is enjoyable, relax, comfort, and also introduces the European lifestyle while they drinking coffee. Thank you to Mr. Imanuel for the opportunities that you give to us to make this analysis and also to the team that help each other to make this paper happen. Hopefully this paper will help you to get more information and experience about how to build a good business. I. Background 1971 : The first Starbucks open at Seattle, Washington. The Starbucks name comes from Herman Melville’s Moby Dick. The price for a cup of coffee is 50 cent with free refill. The first coffee of Starbucks just an ordinary black coffee, so to make the coffee more sweet, they give a little cream and sugar and mix with plastic red straw. 1980 : Howard Schultz, CEO Starbucks changed the experience of drinking coffee in America from ordinary to extraordinary. He wants to make the people lifestyle for spend much time to feel the experience at the coffee shop with European style. Impressed with their popularity and culture, he sees their potential in Seattle and becomes coffee crazy. 1990 : The demand for great coffee allows Starbucks to expand beyond Seattle, first to the rest of the United States then further a field. After becoming one of the first companies to offer stock options to its part time employees, Starbucks becomes a publicly traded company. 2000 : The Starbucks phenomenon continues. At the time of writing, Starbucks has more than 6000 locations in over 37 countries with 35 million consumers. Starbucks have been introduced synonym of coffee such as barista, chai, venti, and frappuccino® blended beverage into our daily words. And this is not only changed the business but also the America culture and Starbucks have been influenced all of culture in the world. II.Objectives To increase awareness in the mind of their target publics and to increase sales about 25% by the end of December 2008. III. Current Market Situation The Market Starbucks is a company of that offers coffee drinking which the menu alternating with other beverages and pastry. It is stable market in its industry. Starbucks plays in a small market because it doesn’t have many competitors in this industry in Indonesia. Some of the competitors in this industry are : · Coffee Bean’s · Gloria Jean’s Coffee · Bakoel Koffie · Excelso Coffee · Kopie Luwak · Bengawan Solo, etc The Product The product that sold in Starbucks are : · Beverages · Whole coffee bean · Pastries · Coffee-related retails items There are so many other variations of beverages outside coffee. Some of the substitutes are : · Tea · Soft drink · Alcohol drinks · Mineral water · Juice 08.15
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