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Case 1. Starbucks
contents
Introduction
STP
4P
SWOT
Conclusion
About Starbucks
1971�뀈 �떆�븷����뿉�꽌 �깂�깮
�쁽�옱 CEO�씤 �븯�썙�뱶 �뒓痢�(Howard Schultz)�쉶�옣�씠 1987�뀈 �뒪���踰낆뒪瑜� �씤�닔
�쟾 �꽭怨� 議곗쭅怨� 留덉���똿�뿉 李몄뿬�븯湲� �떆�옉�빐 �쁽�옱 誘멸뎅, 罹먮굹�떎, �씪蹂�, �븘由ы��, �떛媛��룷瑜�, 以묎뎅, �돱吏덈옖�뱶, 荑좎썾�씠�듃��� �쟾 �꽭怨� 怨듯빆, �꽌�젏, 罹좏띁�뒪, 蹂묒썝 �벑�뿉 �씪�씠�꽱�뒪 �쟾臾몄젏 諛� 40�뿬媛쒓뎅 珥� 9,000�뿬媛쒖쓽 �젏�룷 �슫�쁺
Introduction STP 4P SWOT Conclusion
Segmentation
Take-in
Take-out
Arabica
Robusta
Introduction STP -segmentation 4P SWOT Conclusion
�쁽�떎�쟻�씤 �닔�슂媛� �엳�뒗 怨녹뿉
�젏�룷 吏묒쨷 !!
Introduction STP Q2 4P SWOT Conclusion
`Retail locations selected by Starbucks`
����븰媛�
媛뺣궓�긽沅�
�삤�뵾�뒪����슫
Target 怨좉컼痢�
1) �꽦蹂� : �뿬�꽦` �궓�꽦
2) �뿰�졊��� : 20~29�꽭
3) 吏곸뾽援� : ����븰�깮, 吏곸옣�씤
4) Life style : Bobos議�
Targeting
Introduction STP -targeting 4P SWOT Conclusion
�룞吏덉쟻���(�깮�왂)
1. 留ㅼ옣 �닔�쓽 怨듦꺽�쟻 �솗���
2. �삤媛먮쭏耳��똿
3. 3rd place
1)怨듦컙�쓽 �옱諛쒓껄
2)Wireless interneet
3)�굹留뚯쓽 怨듦컙
4. �몴以��솕 & �쁽吏��솕
1) PPL
2) 怨듭뿰 �젣�쑕
3) �씤�뇙臾� press
4) Starbucks.com
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4. �몴以��솕 & �쁽吏��솕
`�뒪���踰낆뒪 �궡遺� `
`�씤�궗�룞 �븳湲�媛꾪뙋`
Place
Introduction STP 4P - place SWOT Conclusion
`�꽑由� �뵒吏��꽭�젏 `
Introduction STP 4P - place SWOT Conclusion
EVERYTHING MATTERS
臾명솕 留덉���똿
湲곗뾽 �씠誘몄�� �젣怨�
��� �쉶�궗��� �젣�쑕
吏��냽�쟻�씤 怨좉컼 愿�由�
Promotion
Introduction STP 4P - promotion SWOT Conclusion
1.Starbucks Experience
Experiential Marketing
Introduction STP 4P - promotion SWOT Conclusion
Everything Matters!
2. 媛꾩젒愿묎퀬
1) PPL
-I AM SAM, �쑀釉뚭컭 硫붿씪,
MISS AGENT
promotion
Introduction STP 4P - promotion SWOT Conclusion
2) 怨듭뿰 �젣�쑕
�궃��� 怨듭뿰 �젣�쑕
�쁺�솕 ��섏쇅異쒋��
�뒪���踰낆뒪濡� �쇅異쒗븯�꽭�슂~ ^^
CAKE,�뙣�뒪�듃由� 10,000�썝 �씠�긽
援щℓ�떆 �쁺�솕 �삁留ㅺ텒 利앹젙~
promotion
Introduction STP 4P - promotion SWOT Conclusion
3) �씤�뇙臾� press
- �꽭怨꾩쓽 而ㅽ뵾
- 媛��젙�뿉�꽌�쓽 �듅蹂� 而ㅽ뵾
- �뒪���踰낆뒪 而ㅽ뵾 留뚮뱶�뒗踰�
4) Starbucks.com
- �씪�씠�봽 �뒪����씪 �룷�깉
promotion
Introduction STP 4P - promotion SWOT Conclusion
promotion
3. 湲�
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