星巴克（Starbucks）品牌拓展分析英文课件.pptx

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1、BrandExtention-StarbucksMTTandTYZContentsRecommendationsMarketPenetrationMarketDevelopmentProductDevelopmentDiversificationIntroductionTheStarbuckscoffeecompanywasfoundedintheyear1971anditsheadquarterissituatedinSeattle,Washington(USA).Starbucksoperatesachainofbrandedcoffee

2、shopsinaroundmorethan35countriesoftheworld.Theoutletsofferhotandcoldcoffeedrinksandfewfooditemssuchasbeans,coffeeaccessoriesandteas.TheStarbucksowns7100ofoutlets.Themajorprocessofenlargementofstarbucksstartedfrom1982.SincethenStarbuckshasevolvedfromamodest$0.5millionbusines

3、stoawhopping$6.4billionofturnover.MarketPenetrationBrandExtention-Starbucks011.MarketPenetrationInmarketpenetrationstrategy,theorganizationtriestogrowusingitsexistingofferings(productsandservices)inexistingmarkets.Inotherwords,ittriestoincreaseitsmarketshareincurrentmarkets

4、cenario.Thiscanbeaccomplishedby:(1)Pricedecrease;(2)Increaseinpromotionanddistributionsupport;(3)Acquisitionofarivalinthesamemarket;(4)Modestproductrefinements1.MarketPenetration(1)IncreaseindistributionsupportStarbuckssoughtvariousmethodstodeliveritsproductsoutsideitsstore

5、frontoutlets.ItopenedlicensedretaillocationsinsidegrocerystoresandformedalliancewithSSCO,pepsiC.,U.S.foodservice,andKraftfoodstodistributeproductstogrocerystoreandotherfoodretailers.1.MarketPenetration(2)ModestProductrefinementsStarbucksfocusedheavilyonthedevelopingquality

6、experienceofitsproductandservicerange.Starbuckshasdifferentiateditselfinprovidingauniqueexperiencetoitscustomersbygivingspecificthemesinstores.Theproductmixconsistsofdifferentbeveragestosuitpeople'sneeds.Starbuckshavealsotiedupboostupcompanyprofitabilitywithotherbeveragec

7、ompaniessuchasPepsicoandKraftfood.1.MarketPenetration(3)DigitalMarketingNewtechnologimprovethecustomerexperienceEncouragesconsumerstoparticipateinthedigitalbusiness(e.g.mobilepaymentsystems)"Thirdspace"amobileInternetplatformasthe"Fourthspace."1.MarketPenetration(3)Digit

8、alMarketingStarbucksbringstogetherallStarbucksdigitalitemscreatebrandsandsustainS