Koj puas xav paub txog Starbucks kev lag luam zoo? Lub tuam txhab kas fes thoob ntiaj teb no tau hloov pauv txoj hauv kev uas peb haus kas fes, nrog rau kev lag luam uas tsis muaj dab tsi luv luv. Hauv tsab xov xwm no, peb yuav nkag mus tob rau hauv Starbucks kev lag luam zoo, tshawb txog nws cov ntsiab lus tseem ceeb, 4 Ps ntawm Starbucks 'Marketing Mix, thiab nws cov dab neeg ua tiav.
Cov Ncauj Lus ntawm Txheej Txheem
Starbucks Marketing Strategy yog dab tsi?
Starbucks kev lag luam zoo yog txhua yam hais txog kev tsim cov kev paub tshwj xeeb rau nws cov neeg siv khoom. Lawv ua qhov no los ntawm:
Starbucks 'Core Business Level Strategy
Starbucks yog qhov tshwj xeeb hauv lub ntiaj teb kas fes vim nws tsis yog sib tw ntawm tus nqi xwb. Hloov chaw, nws sawv tawm los ntawm kev ua cov khoom tshwj xeeb thiab cov khoom zoo. Lawv ib txwm tsom rau tej yam tshiab thiab tshiab, uas ua rau lawv txawv ntawm lwm tus.
Starbucks Global Expansion Strategy
Raws li Starbucks loj hlob thoob plaws ntiaj teb, nws tsis siv ib qho loj-haum-tag nrho txoj hauv kev. Hauv cov chaw xws li Is Nrias teb, Tuam Tshoj, lossis Nyab Laj, lawv hloov khoom kom haum raws li cov neeg nyob ntawd nyiam thaum khaws Starbucks style.
Cov ntsiab lus tseem ceeb ntawm Starbucks Kev Lag Luam Kev Lag Luam
1/ Uniqueness thiab Product Innovation
Starbucks tsom rau kev muab cov khoom tshwj xeeb thiab kev tsim kho tshiab tas li.
- Piv txwv li: Starbucks cov dej haus raws caij nyoog zoo li cov Taub Hau Txuj Ci Latte thiab Unicorn Frappuccino yog cov duab zoo heev ntawm cov khoom tsim tawm. Cov kev txwv tsis pub dhau sijhawm no ua rau muaj kev zoo siab thiab kos rau cov neeg siv khoom nrhiav qee yam sib txawv.
2/ Ntiaj teb no Localization
Starbucks hloov kho nws cov khoom lag luam kom ua tau raws li kev nyiam hauv zos thaum tswj hwm nws cov hom lag luam tseem ceeb.
- Piv txwv li: Hauv Suav teb, Starbucks tau qhia txog ntau hom tshuaj yej-raws li dej haus thiab mooncakes rau Mid-Autumn Festival, hwm cov kev coj noj coj ua hauv zos thaum ua kom Starbucks kev paub tsis raug.
3/ Kev koom tes nrog Digital
Starbucks koom nrog cov channel digital los txhim kho cov neeg siv khoom.
- Piv txwv li: Starbucks mobile app yog ib qho piv txwv tseem ceeb ntawm kev koom nrog digital. Cov neeg siv khoom tuaj yeem xaj thiab them nyiaj los ntawm lub app, tau txais khoom plig thiab tau txais kev pabcuam tus kheej, ua kom yooj yim dua thiab txhawb lawv cov kev mus ntsib.
4/ Personalization thiab "Npe-on-Cup" Strategy
Starbucks txuas nrog cov neeg siv khoom ntawm tus kheej theem los ntawm nto moo "npe-on-kup”Mus kom ze.
- Piv txwv li: Thaum Starbucks baristas yuam kev cov neeg siv khoom lub npe lossis sau cov lus ntawm khob, nws feem ntau ua rau cov neeg siv khoom sib koom lawv cov khob tshwj xeeb hauv kev tshaj xov xwm. Cov ntsiab lus tsim los ntawm cov neeg siv no qhia txog kev sib txuas ntawm tus kheej thiab ua haujlwm pub dawb, qhov tseeb tshaj tawm rau hom.
5/ Sustainability thiab Ethical Sourcing
Starbucks txhawb nqa kev coj ncaj ncees thiab kev ruaj khov.
- Piv txwv li: Starbucks 'kev cog lus rau kev yuav taum kas fes los ntawm kev coj ncaj ncees thiab kev ruaj ntseg yog pom tseeb los ntawm kev pib nyiam CAFE Practices (Coffee and Farmer Equity). Qhov no txhawb nqa lub hom phiaj kev cog lus rau ib puag ncig thiab kev lav phib xaub, nyiam cov neeg siv khoom uas muaj nuj nqis rau kev ruaj ntseg.
Lub 4 Ps ntawm Starbucks 'Marketing Mix
Product Strategy
Starbucks muaj ntau yam khoom, tsis yog kas fes xwb. Los ntawm cov dej haus tshwj xeeb rau cov khoom noj txom ncauj, suav nrog cov dej haus tshwj xeeb (xws li Caramel Macchiato, Flat White), pastries, qhaub cij, thiab cov khoom lag luam uas muaj npe (mugs, tumblers, thiab kas fes taum). Starbucks ua haujlwm rau ntau yam ntawm cov neeg siv khoom nyiam. Lub tuam txhab txuas ntxiv tsim kho tshiab thiab kho nws cov khoom lag luam kom muaj kev sib tw.
Nqe Tswv Yim
Starbucks muab nws tus kheej ua lub npe kas fes hwm. Lawv lub tswv yim pricing qhia txog txoj haujlwm no, them nqi ntau dua piv rau ntau tus neeg sib tw. Txawm li cas los xij, lawv kuj muab cov txiaj ntsig los ntawm lawv txoj haujlwm kev ncaj ncees, uas muab khoom plig rau cov neeg siv khoom nrog haus dej dawb thiab txo nqi, txhawb cov neeg siv khoom tuav thiab nyiam cov neeg siv khoom zoo.
Qhov chaw (Distribution) Strategy
Starbucks 'ntiaj teb network ntawm cov khw kas fes thiab kev koom tes nrog cov khw muag khoom noj khoom haus thiab kev lag luam ua kom lub hom phiaj siv tau thiab yooj yim rau cov neeg siv khoom. Nws tsis yog lub khw kas fes xwb; nws yog ib txoj kev ua neej xaiv.
Kev Txhawb Nqa
Starbucks ua tau zoo tshaj plaws hauv kev nce qib los ntawm ntau txoj hauv kev, suav nrog kev tshaj tawm raws caij nyoog, kev koom tes hauv kev sib raug zoo, thiab kev pub sijhawm tsawg. Lawv cov kev txhawb nqa hnub so, xws li "Liab khob"Kev sib tw, tsim kev cia siab thiab kev zoo siab ntawm cov neeg siv khoom, nce footfall thiab muag khoom.
Starbucks Kev Ua Lag Luam Zoo Dab Neeg
1/ Starbucks Mobile App
Starbucks 'mobile app tau hloov pauv kev ua si hauv kev lag luam kas fes. No app seamlessly integrates rau hauv cov neeg siv kev paub, tso cai rau cov neeg siv tso cov xaj, them nyiaj, thiab tau txais khoom plig tag nrho hauv ob peb kais. Qhov yooj yim muab los ntawm lub app ua rau cov neeg siv khoom koom nrog thiab txhawb kom rov mus ntsib dua.
Tsis tas li ntawd, lub app yog cov ntaub ntawv goldmine, muab Starbucks nrog kev nkag siab rau cov neeg siv khoom nyiam thiab tus cwj pwm, ua kom muaj kev lag luam tus kheej ntau dua.
2/ Lub caij nyoog thiab txwv-lub sij hawm muab
Starbucks tau paub txog kev kos duab ntawm kev tsim kev cia siab thiab kev zoo siab nrog nws cov khoom siv raws caij nyoog thiab txwv sijhawm. Piv txwv li Pumpkin Spice Latte (PSL) thiab Unicorn Frappuccino tau dhau los ua kev coj noj coj ua. Kev tso tawm ntawm cov dej haus tshwj xeeb, lub sijhawm txwv tsis pub dhau los ua ib qho kev zoo siab uas txuas ntxiv rau cov neeg nyiam kas fes rau cov neeg tuaj saib dav.
Cov neeg siv khoom txaus siab tos txais qhov rov qab los ntawm cov khoom lag luam no, tig lub caij nyoog ua lag luam rau hauv lub zog muaj zog rau cov neeg siv khoom tuav thiab nrhiav tau.
3/ Kuv cov khoom plig Starbucks
Starbucks 'My Starbucks Rewards program yog ib qho qauv ntawm kev ua haujlwm ncaj ncees. Nws tso tus neeg siv khoom ntawm qhov chaw ntawm Starbucks kev paub. Nws muaj cov kab ke uas cov neeg siv khoom tuaj yeem khwv tau hnub qub rau txhua qhov kev yuav khoom. Cov hnub qub no txhais ua ntau yam khoom plig, los ntawm cov dej qab zib dawb mus rau tus kheej muab, tsim kom muaj txiaj ntsig zoo rau cov neeg nyiam niaj hnub. Nws txhawb nqa cov neeg siv khoom tuav tseg, txhawb kev muag khoom, thiab txhawb nqa hom kev ntseeg siab.
Tsis tas li ntawd, nws txhim kho kev xav kev sib txuas ntawm lub hom phiaj thiab nws cov neeg siv khoom. Los ntawm kev muab tus kheej thiab khoom plig hnub yug, Starbucks ua rau nws cov neeg siv khoom xav tias muaj nuj nqis thiab txaus siab. Qhov kev xav no txhawb nqa tsis yog tsuas yog rov ua lag luam xwb tab sis kuj yog kev lag luam zoo ntawm qhov ncauj.
Ntsiab Cai
Starbucks lub tswv yim kev lag luam yog qhov ua pov thawj rau lub zog ntawm kev tsim kom nco qab cov neeg siv khoom. Los ntawm kev hais txog qhov tsis sib xws, kev ruaj khov, kev ua tus kheej, thiab txhawb nqa cov kev tsim kho tshiab, Starbucks tau ua tiav nws txoj haujlwm ua lub hom lag luam thoob ntiaj teb uas nthuav dav tshaj kas fes.
Txhawm rau txhim kho koj tus kheej txoj kev lag luam kev lag luam, xav txog kev koom nrog AhaSlides. AhaSlides muaj kev sib tham sib nta uas tuaj yeem koom tes thiab txuas nrog koj cov neeg tuaj saib hauv txoj kev tshiab. Los ntawm kev siv lub zog ntawm AhaSlides, koj tuaj yeem sau cov lus pom muaj txiaj ntsig, kho koj tus kheej kev lag luam kev lag luam, thiab ua kom muaj kev ntseeg siab rau cov neeg siv khoom.
FAQs Txog Starbucks Marketing Strategy
Dab tsi yog qhov kev lag luam ntawm Starbucks?
Starbucks 'kev lag luam lub tswv yim yog tsim los ntawm kev xa cov kev paub tshwj xeeb rau cov neeg siv khoom, koom nrog kev tsim kho digital, ua kom cov khoom zoo, thiab txhawb kev ruaj khov.
Dab tsi yog Starbucks kev lag luam zoo tshaj plaws?
Starbucks 'kev lag luam zoo tshaj plaws yog kev ua tus kheej los ntawm nws txoj hauv kev "lub npe ntawm-khob", koom nrog cov neeg siv khoom thiab tsim kev tshaj tawm xov xwm.
Dab tsi yog 4 P's ntawm kev lag luam Starbucks?
Starbucks 'kev lag luam sib xyaw ua ke suav nrog Cov Khoom (cov khoom lag luam sib txawv tshaj li kas fes), Nqe (tus nqi zoo tshaj nrog cov kev pabcuam ncaj ncees), Qhov chaw (lub khw muag khoom thoob ntiaj teb thiab kev sib koom tes), thiab Kev Tshaj Tawm (kev tshaj tawm tswv yim thiab kev muab khoom raws caij nyoog).
References: CoSchedule | IIMSkills | Mageplaza | MarketingStrategy.com
