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Profile |
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Profile |
Music |
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Rabu, 07 April 2010
tugas international marketing (starbucks analysis 2) Market Trend In old days, coffee only sale with 50 cent for a cup of coffee, they can free refill. And then they changed the people attraction with show how they make the coffee, and the consumer can buy the coffee maker. The trend of coffee now is not only for breakfast, lunch or even dinner but today coffee can be drink anytime, and everywhere, also they include membership. Coffee now can be drink start from children, teenagers, and adult people. So everyone can enjoy the coffee experiences. Marketing Strategy Ø Product Name Size Espresso Tall Brewed Coffee Grande Frappuccino Venti Ø Price Skimming because our product has a high coffee bean quality so have a good taste quality too. And our target market especially for young executive and businessman. Ø Place Exclusive because we provide some facilities to make our consumer feel like in their house, so Starbucks make the third house for our consumer beside their house and office. · Modern Market : Mall, Hyper mart, Supermarket · Outlet · Rest area/ Gas Station Ø Promotion · Advertising : Print Media, such as : Magazine · PR : - Donations Starbucks has a program which supports children, especially in education. Ø Sales Promotion: - Samples Starbucks always using samples to introduce their new product. - Poster When they have new product, they usually posed many poster in their store Ø Personal Selling: - Mouth by mouth Many customer know Starbucks from friends or other families IV. STP Ø Segmentation - Social grade : A, B - Demographic Gender : male and female Occupation : young executive, businessman, teenagers, House wife Nationality : America, Indonesia (almost in every countries) Education : high school, university, colleges Ø Targeting Young executive, businessman, teenagers, and house wife Ø Positioning Lifestyle V. SWOT Ø Strengths - Market leader - Comfortable - Have a high quality coffee bean - In town centre - Well-known in every countries - Adorable place - Good service - Hot spot (wi-fi) available - Have a good taste - Recycle fibres - Good training employee - Have special offer programs Ø Weakness - Not free wi-fi - Limited seats - Have not yet provide advertisement by electronic media Ø Opportunities - Can be sponsorship - Make events such as; Art exhibitions and Fair Trade Certified™ - Provide free wi-fi with the minimum order - Create new flavour Ø Threats - Tea - Mineral water - Milk - Juice - Soft drink - Alcohol drink VII. SUGGESTIONS & CONCLUSION a. What to be done, when, and how We will make a program free wi-fi for customers with minimum IDR 100.000 Provide member card with special offer programs and member card can be refill too so if their want to buy our product they can only use their member card for payment. We will add new outlet in recreation place (amusement park). VIII. ADVANTAGES For Starbucks, boss and staffs are same and one soul. That’s why we call them ‘partner’. We change the mind set of our customer, Starbucks became third house which has unique warmness that to differentiate from two places- their house and office. Starbucks already became a successful company of coffee in International market. Starbucks also is the first who made synonym of coffee such as barista, chai, venti, and Frappuccino® blended beverage. The one important thing in our company for our costumer is satisfaction. Not only our costumer but our partner and all who come to our outlet, we give good service and they can get the satisfaction. In the fact, out partner get 82% for satisfaction in work. Compare with 50% for all company and 74% for company who get the title for ‘Best Place for Work’. Our company has one program ‘Mission Review Committee’. This program provide for all our partner if they feel that procedure, policy, or attitude the leader out from Starbucks commitment. So we must keep good inside before outside. Beside our partner, our investor can get satisfaction from our company. We have 5 strong principle to make ordinary become extraordinary. 08.22
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