스타벅스 마케팅 SWOT,STP.4P사례분석 (영문레포트)

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Contents
History
4P analysis
Market share
STP strategy
SWOT
Evaluation of new projects
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History of STARBUCKS
Seattle, Washington
March 30, 1971

Howard Schultz 1982

Foundation of II Giornale

II Giornale rebrands as Starbucks
Vancouver, British Columbia and Chicago, Illinois 1987

165 outlets 1992

Currently present in more than 55 countries

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4P Analysis

Product
Make-to-order coffee, Selling Logo image
Place
Located in only crowded place
Price
Premium price strategy
Promotion
Making image of social contribution (No mass media ads)
People
Emotional marketing (ex, satisfying customer, multiplayer employee, using recycling materials)
LUXURIOUS MARKETING
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4P- place
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Market occupation
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Segmentation
-Select married couples in primary market

-Now divided their customers by age, purchasing power, their taste, etc.

Targeting
- Brand Experience

-Brand Quality
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