본문/내용
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Service Design for
Starbucks Coffee
Redesign of existing service
at Starbucks Coffee
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morning
coffee
delivery
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Introduction of Starbucks
Problems of the Starbucks in Korea
Service Highlights
STP
SWOT
7P’s
Service Blueprint
Relationship Marketing
Other Expected Outcome
Benefits
01.
02.
03.
04.
05.
06.
07.
08.
09.
10.
Contents
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Introduction of
Starbucks
Delivery
Starbucks was founded in 1971
Presently the premier roaster of specialty coffee in the world
More than 17,000 stores in 55 countries
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Problems of
Starbucks
Delivery
Market share of
Starbucks In Korea 38%
Number One
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Problems of
But, increasing the number of competitor coffee shop in Korea.
So, the Starbucks faces to challenge consisting their market share.
For the orders made by 3:00 am the day before
For the orders made by 3:00 am the day before
As well as yogurt, soup,
Kids Menu: smoothie, non-caffeine frappucino, etc
For the large orders (over 100,000won)
(The number of catering order)
90.5% increase
STP of Coffee Delivery Service
High population: many residents
SWOT of Coffe
ucks’ existing delivery service
For the large orders (over 100,000won)
Popular among firms for group meetings
Increased in overall sales by 30%
(The number of catering order)
2005→ 4200 2006 → 8000
Extending the service
Morning Coffee Delivery
90.5% increase
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STP
Analysis
STP of Coffee Delivery Service
Target
Positioning
Segmentation
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Segmentation
Choice of Target
Geographical segment
Metropolitan area
High population: many residents
Apartment complex
Business areas
Targets in Jamsil, Apgujeong, Jayang, etc
Target Branch: Jamsil Galleria Palace Branch
Galleria Palace, Jugong, Rizen Apt’s
Central business area as well
(amusement parks and baseball field)
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Target Branch of Service:
Jamsil Galleria Palace
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Target Customer
Early Bird
Coffee Lover
Businessman
Single
Family
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Positioning
Price
Customer-driven
High
Low
High
Low
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SWOT
Analysis
SWOT of Coffe