starbucks2

市场营销 『星巴克调研报告』

小组成员：陈妤庭 李锦帆 王欣妍 陈婷婷 吕芷萱

* Company Introduction

Name of company ： Starbucks Established time ： 1971 Headquarters ： Seattle Business scope ： Coffee

1

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* Company Introduction1

Starbucks in China

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* Company Introduction1

Starbucks in China

Since 1998 to enter the China, Starbucks in the Greater China region including Hong Kong, Taiwan and Macao, opened more than 430 stores, of which about 200 homes in the mainland. In 2005 September, the company invested 40,000,000 yuan to set up “Starbucks China education project”, specially for the improvement of Chinese education condition, especially in poor areas to help teachers and students.---------------------------------------------- Marketing —— Survey Of Starbucks Coffee --------------------------------------------

Geography ： tier one & tier two cities

Demographic factors ： age : form 15 to 40 income : more than 5000 yuan / month

Psychology ： middle class (white collar) fashionmonger

Behavior ： special holidays loyal ……

* Market Segmentation2

Market

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* Market Research3

· Age constitution of Starbucks customers

43%36%

16%5%

15-2020-2828-35

＞ 35♀ 68% ♂ 32%

Excellent Good Neutral Bad0%10%20%30%40%50%60%

0.18

0.55

0.23

0.04

· Satisfaction of Starbucks customers

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* Target Market Positioning4

Location ： · developed cities (first and second tier…) · business center (shopping malls, office buildings…)

Customers ： · age from 15-27 · students · white collar

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* Main Products Introduction5

· core product : coffee

· supporting products : environment special food and drinks

· facilitating products : counter server

· augmented products : membership Starbucks app

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* Main Products Introduction5

CORE PRODUCT : COFFEE---------------------------------------------- Marketing —— Survey Of Starbucks Coffee --------------------------------------------

* Main Products Introduction5

FACILITATING PRODUCTS : COUNTER 、 SERVER---------------------------------------------- Marketing —— Survey Of Starbucks Coffee --------------------------------------------

* Main Products Introduction5

SUPPORTING PRODUCT : ENVIRONMENT 、 SPECIAL DRINKS---------------------------------------------- Marketing —— Survey Of Starbucks Coffee --------------------------------------------

* Main Products Introduction5

AUGMENTED PRODUCT : MEMBERSHIP 、 STARBUCKS APP---------------------------------------------- Marketing —— Survey Of Starbucks Coffee --------------------------------------------

AUGMENTED PRODUCT : MEMBERSHIP 、 STARBUCKS APP

Thank You