Kodi mukufuna kudziwa za njira yotsatsa ya Starbucks? Unyolo wapadziko lonse wa khofi uwu wasintha momwe timadyera khofi, ndi njira yotsatsira yomwe ilibe luso. Munkhaniyi, tilowa mozama munjira yakutsatsa ya Starbucks, ndikuwunika zinthu zake zazikulu, 4 Ps ya Starbucks' Marketing Mix, ndi nkhani zake zopambana.
M'ndandanda wazopezekamo
Kodi Starbucks Marketing Strategy ndi chiyani?
Njira zotsatsa za Starbucks ndizongopanga zokumana nazo zapadera kwa makasitomala ake. Iwo amachita izi ndi:
Starbucks' Core Business Level Strategy
Starbucks ndi yapadera mdziko la khofi chifukwa sichimangopikisana pamtengo. M'malo mwake, zimawonekera popanga zinthu zapadera komanso zapamwamba kwambiri. Nthawi zonse amakhala ndi cholinga chatsopano komanso chatsopano, chomwe chimawapangitsa kukhala osiyana ndi ena.
Starbucks Global Expansion Strategy
Pamene Starbucks ikukula padziko lonse lapansi, sigwiritsa ntchito njira yofanana. M'malo ngati India, China, kapena Vietnam, amasintha zinthu kuti zigwirizane ndi zomwe anthu kumeneko amakonda ndikusunga mawonekedwe a Starbucks.
Zigawo Zofunikira za Starbucks Marketing Strategy
1/ Kuphatikizika ndi Kupanga Kwazinthu
Starbucks imayang'ana kwambiri popereka zinthu zapadera komanso kusinthika kosalekeza.
- Chitsanzo: Zakudya zam'nyengo za Starbucks ngati Dzungu zonunkhira Latte ndi Unicorn Frappuccino ndi zithunzi zabwino kwambiri zazinthu zatsopano. Zopereka zanthawi yochepazi zimabweretsa chisangalalo ndikukopa makasitomala kufunafuna china chake.
2/ Global Localization
Starbucks imasintha zopereka zake kuti zigwirizane ndi zokonda zakomweko ndikusunga chizindikiro chake choyambirira.
- Chitsanzo: Ku China, Starbucks adayambitsa zakumwa zosiyanasiyana za tiyi komanso mooncakes pa Phwando la Mid-Autumn, kulemekeza miyambo yakumaloko ndikusunga zochitika za Starbucks.
3 / Kugwirizana kwa digito
Starbucks imakumbatira njira zama digito kuti zithandizire makasitomala.
- Chitsanzo: Pulogalamu yam'manja ya Starbucks ndi chitsanzo chabwino kwambiri chakuchita nawo digito. Makasitomala amatha kuyitanitsa ndi kulipira kudzera mu pulogalamuyi, kulandira mphotho ndikulandila zokonda zanu, kufewetsa ndi kukulitsa maulendo awo.
4/ Kusintha Kwamunthu ndi Njira ya "Name-on-Cup".
Starbucks imalumikizana ndi makasitomala pamlingo waumwini kudzera mwa otchuka "dzina-pa-kapu”Kuyandikira.
- Mwachitsanzo: Starbucks baristas akamalemba molakwika mayina amakasitomala kapena kulemba mauthenga pamakapu, nthawi zambiri zimachititsa makasitomala kugawana makapu awo apadera pawailesi yakanema. Izi zopangidwa ndi ogwiritsa ntchito zikuwonetsa kulumikizana kwanu ndipo zimakhala ngati zotsatsa zaulere, zowona za mtunduwo.
5/ Sustainability and Ethical Sourcing
Starbucks imalimbikitsa kutsata kwamakhalidwe komanso kukhazikika.
- Chitsanzo: Kudzipereka kwa Starbucks pogula nyemba za khofi kuchokera kumakhalidwe abwino komanso okhazikika kumawonekera kudzera muzochita ngati. Zochita za CAFE (Khofi ndi Mlimi Equity). Izi zimalimbitsa kudzipereka kwa mtunduwo ku udindo wa chilengedwe ndi chikhalidwe cha anthu, kukopa makasitomala omwe amayamikira kukhazikika.
Ma 4 Ps a Starbucks' Marketing Mix
Njira Yopangira
Starbucks imapereka zinthu zambiri, osati khofi chabe. Kuchokera ku zakumwa zapadera kupita ku zokhwasula-khwasula, kuphatikizapo zakumwa zapadera (monga, Caramel Macchiato, Flat White), makeke, masangweji, ngakhale malonda amtundu (makapu, tumblers, ndi nyemba za khofi). Starbucks imathandizira pazokonda zosiyanasiyana zamakasitomala. Kampaniyo nthawi zonse imapanga zatsopano ndikusintha zomwe zimaperekedwa kuti zikhalebe zopikisana.
Mtengo Strategy
Starbucks imadziyika yokha ngati mtundu wa khofi wapamwamba kwambiri. Njira yawo yamitengo ikuwonetsa malowa, kumalipira mitengo yokwera poyerekeza ndi omwe akupikisana nawo ambiri. Komabe, amaperekanso phindu kudzera mu pulogalamu yawo yokhulupirika, yomwe imapereka mphoto kwa makasitomala ndi zakumwa zaulere ndi kuchotsera, kulimbikitsa kusunga makasitomala ndi kukopa ogula ogula mtengo.
Malo (Kugawa) Njira
Malo ogulitsa khofi padziko lonse a Starbucks ndi maubwenzi ndi masitolo akuluakulu ndi mabizinesi amawonetsetsa kuti mtunduwo ukupezeka komanso wosavuta kwa makasitomala. Simalo ogulitsira khofi okha; ndi kusankha moyo.
Njira Yotsatsira
Starbucks imachita bwino potsatsa malonda kudzera m'njira zosiyanasiyana, kuphatikiza zotsatsa zanyengo, kuchitapo kanthu pawailesi yakanema, komanso zopereka zanthawi yochepa. Zotsatsa zawo zatchuthi, monga "Red Cup” kampeni, pangani chiyembekezo ndi chisangalalo pakati pa makasitomala, kuchulukitsa kutsika ndi kugulitsa.
Nkhani Zopambana Zotsatsa za Starbucks
1/ Starbucks Mobile App
Pulogalamu yam'manja ya Starbucks yasintha kwambiri pamakampani a khofi. Pulogalamuyi imaphatikizana ndi zomwe makasitomala amakumana nazo, zomwe zimalola ogwiritsa ntchito kuyitanitsa, kulipira, ndikupeza mphotho pakangodutsa pang'ono. Ubwino woperekedwa ndi pulogalamuyi umapangitsa makasitomala kukhala otanganidwa komanso kulimbikitsa kuyendera mobwerezabwereza.
Kuphatikiza apo, pulogalamuyi ndi mgodi wa data, wopatsa Starbucks chidziwitso pazokonda ndi machitidwe amakasitomala, zomwe zimathandizira kutsatsa kwamakonda.
2/ Zopereka Zakanthawi komanso Zanthawi Yochepa
Starbucks yadziwa luso lopanga chiyembekezo komanso chisangalalo ndi zopereka zake zanyengo komanso zanthawi yochepa. Zitsanzo monga Pumpkin Spice Latte (PSL) ndi Unicorn Frappuccino zakhala zochitika zachikhalidwe. Kukhazikitsidwa kwa zakumwa zapaderazi, zopanda nthawi kumapanga phokoso lomwe limapitilira okonda khofi mpaka omvera ambiri.
Makasitomala amadikirira mwachidwi kubweza kwa zoperekazi, kupangitsa kutsatsa kwanyengo kukhala mphamvu yamphamvu yosunga makasitomala ndikugula.
3/ Mphotho Zanga za Starbucks
Pulogalamu ya Starbucks 'My Starbucks Reward ndi chitsanzo cha kupambana kwa pulogalamu yokhulupirika. Zimayika kasitomala pakatikati pazochitika za Starbucks. Imapereka dongosolo la tiered komwe makasitomala amatha kupeza nyenyezi pakugula kulikonse. Nyenyezi izi zimamasulira kukhala mphotho zosiyanasiyana, kuchokera ku zakumwa zaulere kupita ku zotsatsa zaumwini, zomwe zimapangitsa kuti makasitomala azikhala ofunikira. Imakulitsa kusungitsa makasitomala, imakweza malonda, ndikukulitsa kukhulupirika kwamtundu.
Kuphatikiza apo, imakulitsa kulumikizana kwamalingaliro pakati pa mtunduwo ndi makasitomala ake. Kupyolera muzopereka zaumwini ndi mphotho zakubadwa, Starbucks imapangitsa makasitomala ake kumva kuti ndi ofunika komanso oyamikiridwa. Ubale woterewu umalimbikitsa osati kubwereza bizinesi komanso kutsatsa kwapakamwa.
Zitengera Zapadera
Njira yotsatsa ya Starbucks ndi umboni wa mphamvu yopanga zokumana nazo zamakasitomala zosaiŵalika. Pogogomezera zapadera, kukhazikika, makonda, komanso kuvomereza zatsopano zama digito, Starbucks yalimbitsa udindo wake ngati mtundu wapadziko lonse lapansi womwe umapitilira khofi.
Kuti mukweze njira zotsatsa zamabizinesi anu, ganizirani kuphatikiza AhaSlides. Chidwi imakupatsirani mawonekedwe omwe angagwirizane ndi kulumikizana ndi omvera anu m'njira zatsopano. Pogwiritsa ntchito mphamvu za AhaSlides, mutha kusonkhanitsa zidziwitso zofunikira, kusintha makonda anu otsatsa, ndikukulitsa kukhulupirika kwamakasitomala.
FAQs About Starbucks Marketing Strategy
Kodi njira yotsatsa ya Starbucks ndi iti?
Njira zotsatsa za Starbucks zimakhazikika pakubweretsa makasitomala apadera, kutengera luso la digito, kuwonetsetsa kuti zinthu zili bwino, komanso kulimbikitsa kukhazikika.
Kodi njira yabwino kwambiri yotsatsa ya Starbucks ndi iti?
Njira yabwino kwambiri yotsatsira ya Starbucks ndikusintha makonda ake kudzera munjira yake ya "dzina-pa-kapu", kutengera makasitomala ndikupanga nkhani zapa media.
Kodi ma 4 P otsatsa a Starbucks ndi ati?
Kuphatikizika kwa malonda a Starbucks kumakhala ndi Zogulitsa (zopereka zosiyanasiyana kupitilira khofi), Mtengo (mitengo yamtengo wapatali yokhala ndi mapulogalamu okhulupilika), Malo (mashopu apadziko lonse lapansi ndi mayanjano), ndi Kukwezeleza (makampeni opanga ndi zopereka zanyengo).
Zothandizira: CoSchedule | IIMS luso | Mageplaza | MarketingStrategy.com
