星巴克的客户定位ppt

1、The news about StarbucksThe CCTV claimed Starbucks earns higher margins in China due to its pricing.牟取暴利？ Starbucks has been able to enjoy high prices in China, mainly because of the blind faith of local consumers in Starbucks and other Western brands, Wang Zhendong, director of the Coffee Associati

2、on of Shanghai, told CCTV.Starbucks said its prices reflect higher food and logistical costs （后勤成本）in China. Those who are saying Starbucks is expensive are probably those who dont drink much coffee, one user said. The prices are competitive and the quality makes people feel safe.“No statistics Diff

3、erent voices：Introduction of Starbucksone person, one cup and one neighborhood at a timeStarbucks set up in 1971，but at this time the company was a local coffee roasting facility. That remained their core business until 1982 when Howard Schulz joined the company.He found local investors and bought S

4、tarbucks in 1987. That gave way for expansion.They also experienced ups and downs. In 2008, they were so tough that they even didnt have enough money and sales per hour to justify the labors. How to Reconstruct 1.Howard apologized as the leader 2.Face the truth: -low profit3.Reflection: -grow too fa

5、st -the feeling of invincibility 战无不胜的错觉 (closed every store for retraining)4.Back to the original values: -People -Balance of benefit and social consciousness （Starbucks is the first company in America to offer employees medical insurance and the stock option股票期权 ）North AmericaEurope South Americat

6、he Pacific areathe Middle Eastdistribution1.7 million stores in 50 countriesproductsCakesCoffeeTeaPiesthe luxury most people can afford price position consumer orientationwhite-collar classMarketing Positioning 定位What make them become Starbucks1.Sales strategies： -New products -Localization：本地化 Cons

7、umer company The design of the store, the quality of the food. Chinese factors.2.Management： -Put powers to lower levels 放权管理 -Chinese manager3.Company culture： -People oriented： “You cannot put people in the bottom.” -Great coffee & the third place concept 文化营销Different designs of storeEmployee implantation： -Every barista s