영국시장에서의 스타벅스 마케팅 분석 자료 입니다 (영문판).
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영국 커피시장에서의 영문으로 된 스타벅스 마케팅 분석자료 입니다.
내, 외부 환경 분석, swot분석, pestel 분석, BCG매트릭스 분석, Five-forces 분석 등 다양한 툴을 사용하여 분석하였습니다. 당연히 논문이기 때문에 원어민한테 교정받았으며 A학점을 받은자료 입니다.
아주 유용한 자료라고 생각합니다.
목차
0. ABSTRACT
1. ACKNOWLEDGEMENT
2. INTRODUCTION
2.1 BACKGROUND OF STARBUCKS
2.1.1 STARBUCKS IN THE UK
2.1.2 MISSION STATEMENT
2.1.3 VISION STATEMENT
3. INTERNAL ANALYSIS
3.1 RESOURCE ANALYSIS
3.1.1 FINANCIAL PERFORMANCE
3.1.2 PEOPLE ANALYSIS 8 3.1.3 STORES’ LOCATIONS
3.2 SWOT ANALYSIS
3.3 MARKETING MIX
3.4 TARGET MARKET
3.5 BCG MATRIX
4. EXTERNAL ENVIRONMENT ANALYSIS
4.1 THE UK MARKET SIZE
4.2. COMPETITORS ANALYSIS
4.3 INDUSTRY ANALYSIS – FIVE FORCES
4.3.1 INDUSTRY RIVALRY
4.3.2 THREAT OF SUBSTITUTE PRODUCTS
4.3.3 THREAT OF NEW ENTRANTS
4.3.4 BARGAINING POWER OF SUPPLIERS
4.3.5 BARGAINING POWER OF BUYERS
4.4 PESTEL ANALYSIS
5. CONCLUSION AND RECOMMENDATIONS
6. REFERENCES
7. APPENDIX
본문내용
Starbucks has been well known as a market leader within the specialty coffee shop market and a global brand in the world. Several scholars have researched and many organisations have invested in the company’s features leading to its success. Hence, analysing the market leader in the coffeehouse market in detail such as profile, internal and external environment, marketing mix, marketing strategies of the company is worthwhile by employing diverse theories and tools. And then, some of the recommendations which Starbucks needs to opt for being market leader in the UK market and for dealing with its challenges and disadvantages that the company has been faced with.
Analysing the internal environment of Starbucks shows that the company’s strategies are performed based on its advantages and disadvantages in order to meet the demands of its potential targets.
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