Professional Documents
Culture Documents
Company background
Operated by Berjaya Starbucks Coffee Company Sdn. Bhd Joint venture with Berjaya Group Berhad. 1st outlet opened on 17th December 1998 >140 outlets on January 2012.
Company background
An international brand, company name and quality can be believed. Receive friendly, attentive service and quality coffee recommendations
Company background
Hot and cold beverages Packaged food items, hot and cold sandwiches WIFI
Situation Analysis
A kind of drinks that can fresh you when tired. A well known coffee shop among teenagers and working adults. A branded coffee and provide the better quality of drinks. Teenagers and the working adults like to go Starbucks because of the environment.
SWOT Analysis
Strength
Brand establishment, high-end atmosphere with an affluent customer base Strong loyalty customer Provides quick services
SWOT Analysis
Weakness
pricing/utility Negative publicity Coffee beans price is the major influence over firms profits
SWOT Analysis
Opportunities
Hard working lifestyle is a factor that drive people drink more coffee To extend supplier network. Increase product offerings
SWOT Analysis
Threats
Rising prices of coffee beans and dairy products Trademark infringements Healthy food and organic trend Recession
Product Concept
Product Concept
Product Position Represent to coffee. The symbol of coffee in peoples mind. Starbucks build the reputation in peoples mind with the high quality coffee and the clearly explanation of the bean of coffee.
Product Differentiation Main competitor Coffee Bean Same selling point. The choices of products. Both of the products are import from foreign country. High quality coffee bean.
Packaging Original color Green and White Green represent to Natural and Peaceful. Natural color can make consumers feel comfortable. Launch more design of mugs. Can bring along their drinks into some places that not allow any outside foods and beverages.
Branding A brand that represent to social communication. Enjoy the chatting with friends in a nice environment while having a STABUCKS. Relate to friendship. We will interactive with our friends and also meet some new friends.
Target Audience
Relationship of target audience and target market 40% from young adult 49% from adult 2% from kids and teenagers
Psychographics (lifestyle) Refresh working people during a busy day Relaxation for teenagers
Behavioural Segmentation Does not affect Starbucks much. People are still willing to pay to enjoy a good quality of coffee.
Prioritization of target audience Primary Adults age from 25 to 40. Deal business with client or partner.
Prioritization of target audience Secondary Young adults age from 18 to 24. Provide network and nice environment.
Prioritization of target audience Supplementary Kids and teenagers age from 13 to 17. Steamed milk for kids, hang out place for teenagers.
Communication Media
Communication Media
Traditional Media Television Other Media Interactive Direct Response Supplemental Media Sales promotion device
Advertising Message
Advertising Message
Copy elements (Verbal) Advertising Appeals
Starbucks Coffee has many advertisements to increase the Starbucks Coffee company reputation and promote the products. Starbucks Coffee is used the graphics, animate and music to influence consumers personal feeling, to make consumers have the same feeling.
Advertising Message
Copy Platform
STARBUCKS; the simple of lifestyle enjoy our life while enjoy Starbucks Coffee enjoy our concept store
concise concept to produce the advertisement competitors range from other coffee brand such as Coffee Bean
Advertising Message
Art Elements (Nonverbal) Visual Appeals 1. In advertisements & commercials
Starbucks Coffee is rank of advertisements According to the target consumers of the media advertising purpose is to create a casual Starbucks appear beside you feeling
Advertising Message
2. In Packaging
auditory and visual effect storyline also key point create a casual Starbucks appear beside you feeling