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论文作者:英语论文网论文属性:作业 Assignment登出时间:2014-06-30编辑:hynh1021点击率:8399
论文字数:3078论文编号:org201406171652349562语种:英语 English地区:中国价格:免费论文
关键词:SERVICEINDUSTRIESMARKETINGPromotionTarget markets
摘要:Due to starbucks have more than 13000 coffeehouses over 35 countries, so it should appoint regional headquarters to control over individual sites in each country through utilizing information technology to monitor and evaluate performances. Total quality management should be integrated into the control process. The manager in each store should conduct internal controls by strictly following the information provided by IT system.
- Macro environment
In Singapore, per capita coffee consumption is increasing, but the income is on the decline in recent years. On the global scale, international coffee crisis due to overproduction, rising stocks, declining prices, elimination to coffee farms may result in a threat to starbucks. Starbuck recently decide to increase the price of coffee by an average of 9 cents per cup as a result of increasing price of milk and coffee bean within the economy.
- Target customer
Starbucks are able to address a wide demographic of customers in different backgrounds and ages. The high quality coffee drinks, harmonious environment with good music, comfortable sofa and chairs, and warm services all attract consumers to pay for a cup of coffee. Starbucks mainly targeted at customers who are not price-sensitive and desire for an experience. Furthermore, starbucks has developed a strong brand to retain a large group of loyal customers and it creates a specific “starbucks experience” to build brand loyalty. In addition, starbucks take into account the cultural differences within different countries thereby modifying its products and services to attract new customers as well as maintain customer loyalty.
The coffee bean is another close competitor of starbucks. It is national chain to serve fresh coffee, cappuccino, latte and other coffee drinks that similar to starbucks provided. Other competitors are local small coffeehouse, and other new product lines.