- Kuei MingLv 61 0 年前最佳解答
Strategies of Starbucks
Starbucks originated from the US where people used to drink low quality and poor taste coffee. To teach people how to taste the best coffee and to provide people with a very relaxing and comfortable environment where people can enjoy their coffee as comfortable at their homes as possible, Starbucks developed some strategies which have been attributed to its success in its coffee chain store business.
1) Teach people how to taste good coffee and gain the loyalty of customers to Starbucks.
When Starbucks started its business with the principles of providing the best coffee beans on earth and insisting deeply roasted them, then Americans who used to taste the coffee, which European regarded as cheap and low quality one, had no immediate interest in Starbucks’ coffee and could not tell the difference between the good ones and the bad ones. Starbucks set out to well train its employees and teach its customers by these well-trained employees. Starbucks emphasize a one-to-one communication model which successfully delivers the knowledge about coffee to every one who comes to Starbucks to taste their first cup of coffee. And as years went by, customers’ loyalty to Starbucks was established.
2) Create a comfortable environment where people can really enjoy not only the coffee but also its atmosphere.
Each Starbucks’ store has its own interior design based on its location and environment. Entering into the coffee shop, people can smell the coffee and also the warm and friendly atmosphere, which attract its customers to return again and again.
2007-04-18 10:36:12 補充：
Starbucks' main competitors in Taiwan
There are some similar chain stores such as Seattle Coffee, IS coffee and Dante’s Coffee, etc. But all in all these competitors cannot really threaten Starbucks in terms of the revenue and the store number.
2007-04-18 10:38:22 補充：
What role do these competitors play?
In terms of business scale, these competitors cannot fight with Starbucks; however, Starbucks, though being quite so successful, cannot dominate the whole market and still leave some room for other competitors.
2007-04-18 10:38:54 補充：
In addition, Starbucks positions its products on the high-end ones, which opens the space for them. These smaller coffee businesses will therefore find their way into, for example, the rural areas or the low-priced market segments. They will all help make the coffee prevailed in the whole country.
- hahaLv 71 0 年前
銷方式，即一對一口碑式行銷來吸引客人，強調「 one customer at a time 」