(d) How does this quote relate to the company’s vision (“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time”)? (c) Explain if you agree, or disagree, and give reasons for it.
(a) What does this quote mean? (b) Give 3 examples of its application to different companies in different industries. We are in the people’s business serving coffee”. “We have never been in the coffee business.Starbucks follow a diverse brand strategy by building a portfolio of branded business units beyond Starbucks.” The portfolio of Starbucks consist of Tazo – tea brand, Etho Water, Frappuccino. Starbucks does not only deal with coffees but also with wide offer of pastries salads and breakfast options. It also provides quality which also created a positioning strategy for …show more content… With the acquisition with Tazo Tea, Starbucks have extended its product line and also create a new set of offering such as tea-only stores (blessing). Starbucks have positioned itself in customer minds in terms of satisfaction and give them a relaxing ambiance where they can relax and socialize. Starbucks is always famous for its customer satisfaction and always knew what customer wants. The coffee house locates its retail stores in central spots of a neighbourhood such as train stations because these spots are easy to reach for everybody in a community. Main Starbucks consumer are college graduates with high income who like to socialize and share a neighbourhood. People in same demographics can exhibit very different psychographics profiles (Kotler, P. In psychographic segmentation, buyers are divided into different groups on the basis of lifestyles or personality or values. The wide range of Starbucks located in the major countries of the world gives a sense that Starbucks have perfectly segmented itself geographically. Demographics variables …show more content… 2003). In terms of demographics, we can divide the market into age, family, gender, income, occupation, education, religion, race, generation, nationality and social class. Market segmentation can be divided into demographics, psychographics and geographic. The technique used by markets to get to grips with the diverse nature of market is called market segmentation (Jobber, D.
Threat of new Entrants As the market for coffee shops and stores is already stagnant, so the threat of new entrant is very low and significant financial capital is required to open a new shop in UK. Show More the efforts of various non-government organizations, and this is contributing to the increasing bargaining power of suppliers.
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