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Starbucks Case Study

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Orange Earth

Starbucks Case Study

Ertunc AltintasZamira Kerimberdyyeva Serdar Celebi

Trip to Italy

1971

Trip to Italy

1991

Airline Travelers

1996

Airline Travelers

14% Return Rate

Bottled Beverages

Ice Cream

54% Market Share 1st Year

Packaged Coffee Beans

3500 Stores Nationwide

Brand Awareness

Brand Equity

Quality

Education

Innovation

Customer Relations

Opportunities

Question: 3 How do each of these brands threaten Starbucks? And how they use branding principles to deal with challenges

Serves 68 million custmers/dayOperates in 119 countries Mc Donalds changes coffee processing equipment Price is $1 for large coffee

How Starbucks used branding principles do deal with challenges: Mc Donalds POD brand image: luxurious yet affordable coffeeStarbucks agressive expansion across the globe

Question: 3 How do each of therese brands threaten Starbucks? And how they use branding principles to deal with challengesPanera Established in 1981 2008 named the healthiest restaraunt chain in USBrand image: fresh, healthy, delicious food in pleasant setting Fast service Social impact and social responsibility culture

How Starbucks used branding principles do deal with challenges:

Starbucks launches aggressive Social Media campaign Starbucks works on creation of positive brand image Starbucks promotes labor satisfaction within its company

Question: 3 How do each of therese brands threaten Starbucks? And how they use branding principles to deal with challengesKeurig is a beverage brewing system Major products: K-cup pods, tea pods etcKeurig has over 60 different brands of coffee Keurig machines as one of the most widely used single served machines in office setting

How Starbucks used branding principles do deal with challenges:

Brand expansion approach: Starbucks launches single brewed coffee machine called Verisimo Systems POD: Starbucks positions its brand as leader in coffee industry; while Keurig is rather focuses on production of K-cup machines

Summary of how Starbucks used brand principles to deal with challenges created by McDonalds, Panera and Keurig Increased brand power in US market and abroadInvesting time and resources in creating brand imageFocus on customers rather than competitionInnovation and technologyBrand extension approachBrand alliances Social impact initiatives

Starbucks Case Study

Ertunc AltintasZamira Kerimberdyyeva Serdar Celebi