스타벅스 경영전략,마케팅사례,MIS전략분석(영문레포트)

STARBUCKS
Managements
Business model
Challenge
Proposal
Conclusion
Management Information System Group 8 Starbucks
T

Risk of changes in coffee prices.

Gradual increase in the number of competitors and alternatives.

Slow growth of the coffee shops market.

Threat
9
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4P

Customers can enjoy latte, espresso, mocha, americano,
and the 20 kinds of coffee.
Species of arabica coffee beans included.
Product
They’ve kept the high pricing strategy since the first store was open in 1987.
Price

With over 16120 stores in 55 countries in the world.
Not a franchise system, but a direct way.
Place
Focus on a viral marketing.
Promotion
STARBUCKS
Managements
Business model
Challenge
Proposal
Conclusion
Management Information System Group 8 Starbucks
10
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Firm Infrastructure
HRM
Good Service
Internal
Customer
Satisfaction
Cost Efficiency
High Quality
Customer Satisfaction
Good Brand Image
Increased Sales
High P

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