starbucks marketing in france

MARKETING IN FRANCE, EMEA GROUP COBRA

GALERIES LAFAYETTE

One Person, One Cup and One Neighbourhood at a time…

11 yearsIN FRANCE

21,000+STORES

SINCE1971 COUNTRIES

78STORES

66

DIVERSITÉ=…

HUMAN RELATIONS AND MANAGEMENT

IMPARTIALITY AND JUSTICE

FACILITY OF USE AND ABSENCE OF BARRIERS

INCLUSION

ACCESSIBILITÉ

ÉQUITÉ

OUR VALUE

COMPETITIVE ADVANTAGE

FOCUSED LOCAL FRIENDLY

FOOD

FRIENDLY SERVICE VALUED EMPLOYEES FEEL RIGHT AT HOME

SERVICE

ENVIRONMENTAL ADAPTABLE ATTRACTIVE COFFEE AROMA AMPLE LEISURE SPACE AND AMENITIES

LOCATION

CHIC DESIGN FAIR TRADE GLOBAL

IMAGE

COMPETITOR

TARGET AUDIENCE

URBANITES

TRAVELLERS

YOUNG ADULTS

123

U.S

YOUNG ADULTS URBANITES

TOURISTS

TARGET CUSTOMER COMPOSITION

URBANITES (25 - 40) HIGH INCOME PROFESSIONAL FASHIONABLE FRENCH CULTURE (SIT, SIP, AND CHAT) AMERICAN EXPERIENCE ESPRESSO ONLY

1

YOUNG ADULTS (18 - 24) COLLEGE STUDENTS HANG OUT, STUDY “COOL” IMAGE (SNS, TECHNOLOGY, CELEBRITIES) READY FOR DIFFERENCE “OVER-THE-TOP” DRINK

2

SOCIALLY APPROVED

3 TOURISTS, INTERNATIONAL STUDENTS (AMERICAN, ASIAN) CITY MUGS COLLECTORS GRAB & GO WI-FI; BATHROOM CONSISTENCY; COMFORT FROM HOME LOCAL EUROPEAN DRINKS: ESPRESSO, CAPPUCCINO, ETC.

FRANCE

YOUNG ADULTS

URBANITES

TOURISTS

U.S

YOUNG ADULTS URBANITES

TOURISTS

CURRENT CUSTOMER COMPOSITION

IMPROPER SEGMENTATIONS UNREASONABLE PRICING NOT CONSIDERED PREMIUM LACK OF “GOOD” ADVERTISING NO SMOKING

WEAKNESS

LOCAL FOOD ITEMS ARTISANAL ENVIRONMENT PREMIUM COFFEE BEANS ADVERTISING IN THE STREETS

SOLUTION

SATISFACTION

AMERICAN CUSTOMER SATISFACTION INDEX ( 2006 - 2014)

ACSI

Sco

re

75

76.25

77.5

78.75

80

2006 2007 2008 2009 2010 2011 2012 2013 2014

STRATEGY

ESSENCE OF DESIGN

LOYALTY AND CUSTOMER REBATE

INNOVATION

ADAPTATION

EFFORTS

CONCLUSION