[경영]스타벅스 경영전략 및 마케팅 (Starbucks Corporate Strategy & Marketing

소개글

MBA 과정 공부하고 있는 학생입니다.
스타벅스 성공사례을 바탕으로 스타벅스 기업체의 현재 문제점과 History & Performance, Brand Strategy, Customer vs. Profit,SWOT Analysis, Starbucks In Korea 등으로 구성된 짜임새있는 자료입니다.
표와 그래프, 이미지로 도식화 되어 있으며 발표 및 제출용으로 준비된 자료입니다.
모든 자료는 영문입니다.

목차

-History & Performance
-Brand Strategy of Starbucks
-Customer vs. Profit
-SWOT Analysis
-Starbucks In Korea

본문내용

Focus on
What made Starbucks brand so successful
Why customer loyalty is important for profit
Why employee satisfaction is a key success factor for a service company
How Starbucks has managed its business in Korea

Ex)
4 Service characteristics
Intangibility
- Services cannot be seen, tasted, felt, heard, or smelled before purchase
Inseparability
- Services cannot be separated from their providers
Variability
- Quality of services depends on who provides them and when, where, and how
Perishability
- Services cannot be stored for later sale or use

참고 자료

Howard Schultz (Pour Your Heart into it), Christine Zhang (www.fscwasteland.com)
Starbucks Research 2005
Frederick F. Reichheld, W. Earl Sasser, Jr, Zero Defections: Quality Comes to Services, HBR, Sep. 1990
Howard Schultz, Business 2.0, May.1.2004
Statistics from the Institute of International Education, U.S.