•核心产品:商店中提供的服务包括大气、装饰品、Wi – Fi连接,和咖啡本身。
From the research that we conducted we can now analyze the marketing strategy of Starbucks. Secondary Research will help us in analyzing the SWOT, STP (Segmentation, Targeting and Positioning) and 4 P’s of marketing. Primary Research will help us in analyzing the new trends and the customer insights that can help us identifying deep seeded needs of customers which can be extremely helpful for Starbucks.
In order to analyze the marketing strategy it is important to do the SWOT analysis because this is from where the marketing strategy is developed. SWOT analysis of Starbucks is given below.
A marketing Strategy is based on how customers with different needs and wants behave in a market; in order to know the behaviors of the customers it is important to follow the process of Segmentation, Targeting and Positioning. The STP of Starbucks is given below:
The core benefit that the coffee provides is that it relaxes the mind and keeps it active. The actual benefit is that it helps refreshing the mind and it energizes the mind. The whole coffee experience is the augmented benefit that the consumers get. The smell of the coffee in addition to the taste is what makes Starbucks so special. We can describe the benefits provided by Starbucks to its customers in the following manner:
• TANGIBLE PRODUCT: Coffee, Food, Tea, Cold drinks, Music, Coffee Beans, Mugs and Seasonal Products.
• CORE PRODUCT: The service which is provided in the store which includes the atmosphere, decorations, Wi Fi connection, and the coffee itself.
• AUGMENTED PRODUCT: It is the intangible service provided by the employees of Starbucks.
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