[마케팅] 스타벅스 마케팅분석(원문)

소개글

스타벅스 인트로덕션,
스왓분석,
포터 시장 매력도 분석,
리소스 베이스드 어넬러시스,
미션 스테이트먼트와 오퍼레티프 골스,
그 사례,
우리 나라에 진입하기 위해 필요한
실제적인 전략적 조언.
글과 표로서 상세히 설명 되어 있음.

목차

1. Introduction
2. Industry Analysis
3. SWOT
4. Mission and Goals
5. Strategy

본문내용

1. Introduction
Strarbucks has been one of the fastest growing companies in the U.S. retail outlets has grown from 17 to 5,689 in 28 countries in 15 years. Sales increased 20% annually with net profits averages 30%. Last year Starbucks made 181.2 million dollars as net profit. How was it possible? Most adults consume coffee. However, Coffee had been considered only one of the everyday product with less cognition for quality. Nevertheless, Schultz had thought that deep in current and potential coffee cunsumers' minds at that time, there were needs for a premium coffee. In addition, human desire for socializing has been satisfied by Starbucks' cozy atmosphere and a rather sophisticated design of their outlets.

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