Iwe unoda kuziva nezve Starbucks marketing strategy? Iyi cheni yekofi yepasi rose yakashandura mashandisiro atinoita kofi, nemaitiro ekushambadzira ayo asiri mashoma ehungwaru. Muchikamu chino, tichanyura mukati meStarbucks marketing strategy, tichiongorora zvinhu zvayo zvinokosha, 4 Ps yeStarbucks' Marketing Mix, uye nyaya dzekubudirira kwayo.
Table Of Contents
Chii chinonzi Starbucks Marketing Strategy?
Starbucks marketing strategy ndeye kugadzira yakasarudzika zviitiko kune vatengi vayo. Vanoita izvi ne:
Starbucks 'Core Business Level Strategy
Starbucks yakasarudzika munyika yekofi nekuti haingokwikwidza pamutengo. Pane kudaro, inomira pachena nekugadzira zvakakosha uye zvemhando yepamusoro zvigadzirwa. Vanogara vachivavarira chimwe chinhu chitsva uye chitsva, chinoita kuti vasiyane nevamwe.
Starbucks Global Kuwedzera Strategy
Sezvo Starbucks inokura pasi rose, haishandise imwe-saizi-inokodzera-yese maitiro. Munzvimbo dzakaita seIndia, China, kana Vietnam, vanochinja zvinhu kuti zvienderane nezvinodiwa nevanhu ikoko vachichengeta Starbucks maitiro.
Zvikamu zvakakosha zveStarbucks Marketing Strategy
1/ Kusiyana uye Chigadzirwa Innovation
Starbucks inotarisa pakupa yakasarudzika zvigadzirwa uye inogara innovation.
- muenzaniso: Starbucks 'mwaka zvinwiwa senge Dzungu Spice Latte uye Unicorn Frappuccino mifananidzo yakanaka kwazvo yekugadzirwa kwechigadzirwa. Izvi zvinopihwa zvenguva shoma zvinounza kunakidzwa uye kukwezva vatengi vari kutsvaga chimwe chinhu chakasiyana.
2/ Global Localization
Starbucks inogadzirisa mipiro yayo kuti ienderane nekuravira kwenzvimbo uku ichichengetedza chimiro chayo chemhando.
- muenzaniso: MuChina, Starbucks yakaunza huwandu hwezvinwiwa zvetii uye mooncakes yeMutambo weMid-Autumn, kuremekedza tsika dzemunharaunda uchichengeta chiitiko che Starbucks chakasimba.
3/ Digital Engagement
Starbucks inombundira nzira dzedhijitari kuti dziwedzere ruzivo rwevatengi.
- muenzaniso: Iyo Starbucks nharembozha muenzaniso wekutanga wekuita kwedhijitari. Vatengi vanogona kuhodha uye kubhadhara kuburikidza neapp, kuwana mibairo uye kugamuchira yakasarudzika zvinopihwa, kurerutsa uye kupfumisa kushanya kwavo.
4/ Personalization uye "Zita-pa-Mukombe" Strategy
Starbucks inobatana nevatengi padanho remunhu kuburikidza neakakurumbira "zita-pamukombe”Kusvika.
- muenzaniso: Kana Starbucks baristas inokanganisa mazita evatengi kana kunyora mameseji pamakapu, zvinowanzoita kuti vatengi vagovane makapu avo akasiyana pasocial media. Izvi zvinogadzirwa nemushandisi zvinoratidza kubatana kwemunhu uye zvinoshanda semahara, kukwidziridzwa kwechokwadi kweiyo brand.
5/ Sustainability uye Ethical Sourcing
Starbucks inokurudzira tsika dzekutsvaga uye kusimba.
- muenzaniso: Kuzvipira kweStarbucks pakutenga bhinzi dzekofi kubva kune tsika uye yakagadzikana masosi kunoonekwa kuburikidza nematanho akaita se CAFE Maitiro (Kofi uye Murimi Equity). Izvi zvinosimbisa kuzvipira kweiyo brand kune zvakatipoteredza uye zvemagariro mutoro, kukwezva vatengi vanokoshesa kuchengetedza.
Iyo 4 Ps yeStarbucks 'Kushambadzira Musanganiswa
Product Strategy
Starbucks inopa huwandu hwezvigadzirwa, kwete kofi chete. Kubva pazvinwiwa zvakakosha kusvika kune zvekudya, zvinosanganisira zvinwiwa zvakakosha (semuenzaniso, Caramel Macchiato, Flat White), mabheki, masangweji, uye kunyange mabhii ekutengesa (mugs, tumblers, uye kofi bhinzi). Starbucks inobata kune dzakasiyana siyana dzezvinodiwa nevatengi. Iyo kambani inogara ichigadzira uye kugadzirisa zvigadzirwa zvayo zvinopihwa kuchengetedza kukwikwidza.
Price Strategy
Starbucks inozviisa pachayo seyekutanga kofi brand. Maitiro avo emitengo anoratidza chinzvimbo ichi, achichaja mitengo yakakwira zvichienzaniswa nevazhinji vakwikwidzi. Nekudaro, ivo vanopawo kukosha kuburikidza nechirongwa chavo chekuvimbika, icho chinopa mubairo vatengi nezvinwiwa zvemahara uye zvideredzwa, kusimudzira kuchengetedza kwevatengi uye kukwezva vatengi vanoziva mutengo.
Nzvimbo (Distribution) Strategy
Starbucks 'yepasirese network yezvitoro zvekofi uye kudyidzana nemasupamaketi nemabhizinesi inovimbisa kuti mhando inowanikwa uye yakanakira vatengi. Haisi chitoro chekofi chete; isarudzo yemararamiro.
Yekusimudzira Strategic
Starbucks inokunda mukusimudzira kuburikidza nenzira dzakasiyana siyana, kusanganisira mwaka wekushambadzira mishandirapamwe, social media kuita, uye kushomeka-nguva-inopihwa. Kushambadza kwavo kwezororo, sekuti “Mukombe mutsvuku” mushandirapamwe, gadzira kutarisira uye kufara pakati pevatengi, kuwedzera tsoka uye kutengesa.
Starbucks Kushambadzira Kubudirira Nhau
1/ Iyo Starbucks Mobile App
Starbucks 'mobile app yanga iri shanduko-mutambo muindasitiri yekofi. Iyi App inosanganisirwa muchiitiko chevatengi, ichibvumira vashandisi kuisa maodha, kubhadhara, uye kuwana mibairo mukati mematepi mashoma. Iko kurerukirwa kunopihwa neapp kunoita kuti vatengi varambe vachibatikana uye inokurudzira kudzokorora kushanya.
Pamusoro pezvo, iyo app ndeye data goldmine, ichipa Starbucks neruzivo mune zvinofarirwa nevatengi uye maitiro, ichigonesa kushambadzira kwakasarudzika.
2/ Mwaka uye Yakaganhurirwa-Nguva Yekupa
Starbucks yakagona hunyanzvi hwekugadzira tarisiro uye kunakidzwa nemwaka wayo uye shoma-nguva inopihwa. Mienzaniso yakaita sePumpkin Spice Latte (PSL) uye Unicorn Frappuccino yave chiitiko chetsika. Kutangwa kwezvinwiwa izvi zvakasarudzika, zvine nguva-zvishoma zvinogadzira ruzha runopfuura kupfuura vanofarira kofi kune vateereri vakawanda.
Vatengi vakamirira nechido kudzoka kwezvipo izvi, vachishandura kushambadzira kwemwaka kuita simba rine simba rekuchengetedza vatengi uye kutora.
3/ My Starbucks Mibayiro
Starbucks 'My Starbucks Mibayiro chirongwa muenzaniso wekuvimbika chirongwa kubudirira. Inoisa mutengi pakati peiyo Starbucks chiitiko. Inopa tiered system uko vatengi vanogona kuwana nyeredzi pakutenga kwega kwega. Nyeredzi idzi dzinoshandura kuita mibairo yakasiyana-siyana, kubva pazvinwiwa zvemahara kuenda kune zvemunhu zvinopihwa, zvichigadzira pfungwa yekukosha kune vanogara vachitora. Inosimudzira kuchengetwa kwevatengi, inosimudzira kutengesa, uye inokudziridza kuvimbika kwemhando.
Uye zvakare, inosimudzira hukama hwepfungwa pakati peiyo brand nevatengi vayo. Kuburikidza nezvipo zvemunhu uye mibairo yekuzvarwa, Starbucks inoita kuti vatengi vayo vanzwe kukosheswa uye kukosheswa. Ichi chisungo chepfungwa chinokurudzira kwete kudzokorora bhizinesi chete asiwo yakanaka yeshoko-ye-muromo kushambadzira.
Zvitsva Zvitsva
Starbucks yekushambadzira zano chiratidzo chesimba rekugadzira zvisingakanganwike zviitiko zvevatengi. Nekusimbisa kusarudzika, kusimba, hunhu, uye kugamuchira hunyanzvi hwedhijitari, Starbucks yakasimbisa chinzvimbo chayo semhando yepasirese inoenda kure kupfuura kofi.
Kuti uwedzere bhizinesi rako rekushambadzira zano, funga kubatanidza AhaSlides. Vampire inopa anodyidzana maficha anogona kuita uye kubatana nevateereri vako nenzira nyowani. Nekushandisa simba reAhaSlides, unogona kuunganidza ruzivo rwakakosha, kugadzirisa yako yekushambadzira kuedza, uye kukudziridza kuvimbika kwevatengi kwakasimba.
FAQs About Starbucks Marketing Strategy
Ndeipi nzira yekushambadzira yeStarbucks?
Starbucks 'yekushambadzira zano yakavakirwa pakuunza yakasarudzika mutengi zviitiko, kumbundirana nedhijitari hunyanzvi, kuve nechokwadi chemhando yechigadzirwa, uye kusimudzira kusimba.
Chii chinonzi Starbucks chinonyanya kubudirira kushambadzira zano?
Starbucks 'inonyanya kubudirira kushambadzira zano ndeyemunhu kuburikidza neyayo "zita-pamukombe" maitiro, kubatanidza vatengi uye kugadzira social media buzz.
Ndeapi ma4 P ekushambadzira Starbucks?
Musanganiswa wekushambadzira weStarbucks une Chigadzirwa (zvakasiyana zvinopihwa kunze kwekofi), Mutengo (pricing pricing ine zvirongwa zvekuvimbika), Nzvimbo (netiweki yepasi rose yezvitoro uye kudyidzana), uye Kusimudzira (yekugadzira mishandirapamwe uye mwaka unopihwa).
References: CoSchedule | IIMSkills | Mageplaza | MarketingStrategy.com
