Na u labalabela ho tseba ka leano la ho bapatsa la Starbucks? Ketane ena ea lefats'e ea kofi e fetotse tsela eo re sebelisang kofi ka eona, ka mokhoa oa ho bapatsa o sa hlakang. Sengoliloeng sena, re tla kenella hare ho leano la ho bapatsa la Starbucks, re hlahlobe likarolo tsa eona tsa mantlha, 4 Ps ea Starbucks' Marketing Mix, le lipale tsa eona tsa katleho.
Lethathamo la Tse ka Hare
Starbucks Marketing Strategy ke Eng?
Leano la ho bapatsa la Starbucks le mabapi le ho theha liphihlelo tse ikhethang bakeng sa bareki ba eona. Ba etsa sena ka:
Leano la Boemo ba Khoebo ba Starbucks 'Core
Starbucks e ikhethile lefatšeng la kofi hobane ha e qothisane lehlokoa ka theko. Ho e-na le hoo, e hlahella ka ho etsa lihlahisoa tse khethehileng le tsa boleng bo phahameng. Ba lula ba ikemiselitse ho etsa ntho e ncha le e ncha, e etsang hore ba fapane le ba bang.
Leano la Katoloso ea Lefatše la Starbucks
Ha Starbucks e ntse e hola lefatšeng ka bophara, ha e sebelise mokhoa o lekanang le o mong. Libakeng tse kang India, China, kapa Vietnam, ba fetola lintho hore li lumellane le seo batho ba moo ba se ratang ha ba ntse ba boloka mokhoa oa Starbucks.
Likarolo tsa Bohlokoa tsa Leano la Papatso la Starbucks
1/ Bonngoe le Boqapi ba Sehlahisoa
Starbucks e shebane le ho fana ka lihlahisoa tse ikhethang le boqapi bo sa feleng.
- mohlala: Lino tsa Starbucks tse kang tsa Mokopu Spice Latte le Unicorn Frappuccino ke lipapiso tse ntle haholo tsa tlhahiso ea lihlahisoa. Linyehelo tsena tsa nako e lekanyelitsoeng li hlahisa thabo le ho hohela bareki ba batlang ho hong ho fapaneng.
2/ Global Localization
Starbucks e fetola linyehelo tsa eona ho khotsofatsa litakatso tsa lehae ha e ntse e boloka boitsebiso ba eona ba mantlha.
- mohlala: Chaena, Starbucks e ile ea hlahisa mefuta e mengata ea lino tse tahang tsa tee le mooncakes bakeng sa Mokete oa Mahareng a Hoetla, ho hlompha meetlo ea lehae ha u ntse u boloka phihlelo ea Starbucks e tiile.
3/ Ho Kopanela Dijithale
Starbucks e kenyelletsa liteishene tsa dijithale ho ntlafatsa boiphihlelo ba bareki.
- mohlala: Starbucks mobile app ke mohlala o ka sehloohong oa ho sebelisana le dijithale. Bareki ba ka odara le ho lefa ka sesebelisoa, ba fumana meputso le ho fumana litefiso tsa motho ka mong, ba nolofatsa le ho ntlafatsa ketelo ea bona.
4/ Ho iketsetsa motho le Leano la "Name-on-Cup".
Starbucks e hokahana le bareki boemong ba motho ka mong "lebitso-ka-mohope” atamela.
- mohlala: Ha li-baristas tsa Starbucks li fosa mabitso a bareki kapa li ngola melaetsa ka likopi, hangata ho fella ka hore bareki ba arolelane likopi tsa bona tse ikhethang mecheng ea litaba tsa sechaba. Litaba tsena tse hlahisoang ke basebelisi li bonts'a likhokahano tsa motho ka mong 'me li sebetsa e le papatso ea 'nete ea mofuta oa mahala.
5/ Ts'ebetso e tsitsitseng le ea Boitšoaro
Starbucks e khothalletsa ho fumana melao ea boitšoaro le ho tšoarella.
- mohlala: Boitlamo ba Starbucks ba ho reka linaoa tsa kofi ho tsoa mehloling ea boitšoaro le e tsitsitseng bo bonahala ka matsapa a kang. Mekhoa ea CAFE (Kofi le Tekano ea Lihoai). Sena se tiisa boitlamo ba lets'oao ho boikarabello ba tikoloho le sechaba, ho hohela bareki ba ananelang botsitso.
The 4 Ps of Starbucks' Marketing Mix
Leano la Sehlahisoa
Starbucks e fana ka lihlahisoa tse ngata, eseng kofi feela. Ho tloha ho lino tse khethehileng ho ea ho li-snacks, ho kenyelletsa le lino tse khethehileng (mohlala, Caramel Macchiato, Flat White), likuku, li-sandwich, esita le thepa e rekisoang (li-mugs, tumblers le linaoa tsa kofi). Starbucks e fana ka mefuta e mengata ea likhetho tsa bareki. Khampani e lula e ntlafatsa le ho hlophisa lihlahisoa tsa eona ho boloka maemo a tlholisano.
Theko Leano
Starbucks e iponahatsa e le mofuta oa kofi ea pele. Leano la bona la litheko le bonts'a boemo bona, bo lefisa litheko tse phahameng ha li bapisoa le bahlolisani ba bangata. Leha ho le joalo, ba boetse ba fana ka boleng ka lenaneo la bona la botšepehi, le putsang bareki ka lino tse sa lefelloeng le litheolelo, ho khothalletsa ho boloka bareki le ho hohela bareki ba amehileng ka theko.
Sebaka (Kabo) Leano
Marang-rang a Starbucks a lefatše ka bophara a mabenkele a kofi le tšebelisano 'moho le mabenkele a maholo le likhoebo li netefatsa hore lebitso le fumaneha habonolo ebile le loketse bareki. Ha se lebenkele la kofi feela; ke khetho ea bophelo.
Leano la Papatso
Starbucks e ipabola ka ho phahamisoa ka mekhoa e fapaneng, ho kenyeletsoa matšolo a lipapatso tsa nako ea selemo, boitlamo ba mecha ea litaba ea sechaba, le linyehelo tsa nako e lekanyelitsoeng. Lipapatso tsa bona tsa matsatsi a phomolo, joalo ka "Kofi e Khubelu” lets'olo, theha tebello le thabo har'a bareki, ho eketsa lebelo la maoto le thekiso.
Lipale tsa Katleho ea Papatso ea Starbucks
1/ Starbucks Mobile App
Sesebelisoa sa mobile sa Starbucks se fetotse papali indastering ea kofi. Sesebelisoa sena se hokahana habonolo le boiphihlelo ba bareki, se lumella basebelisi ho etsa liodara, ho lefa, le ho fumana meputso ka ho tobetsa tse 'maloa. Molemo o fanoang ke sesebelisoa o boloka bareki ba ntse ba tšoarehile 'me o khothalletsa ho etela khafetsa.
Ntle le moo, sesebelisoa ke mine ea data, e fanang ka Starbucks ka leseli mabapi le likhetho tsa bareki le boitšoaro, e nolofalletsang papatso ea motho ka mong.
2/ Linyehelo tsa Nako le Nako e Lekanyelitsoeng
Starbucks e na le tsebo ea ho theha tebello le nyakallo ka linyehelo tsa eona tsa sehla le nako e lekanyelitsoeng. Mehlala e kang Pumpkin Spice Latte (PSL) le Unicorn Frappuccino li fetohile liketsahalo tsa setso. Ho thakholoa ha lino-mapholi tsena tse ikhethileng, tse sa felloeng ke nako ho etsa hore ho be le lerata le fetang batho ba chesehelang kofi ho batho ba bangata.
Bareki ba emetse ka tjantjello ho khutla ha linyehelo tsena, ba fetola mebaraka ea nako ea selemo hore e be matla a ho boloka le ho fumana bareki.
3/ Meputso ea ka ea Starbucks
Lenaneo la Starbucks 'My Starbucks Meputso ke mohlala oa katleho ea lenaneo la botšepehi. E beha moreki bohareng ba boiphihlelo ba Starbucks. E fana ka sistimi e nang le maemo moo bareki ba ka fumanang linaleli bakeng sa theko ka 'ngoe. Linaleli tsena li fetolela meputsong e fapaneng, ho tloha ho lino tse sa lefelloeng ho ea ho litefiso tsa motho ka mong, ho etsa hore bareki ba kamehla ba be le maikutlo a bohlokoa. E matlafatsa ho boloka bareki, e phahamisa thekiso, 'me e hlaolela botšepehi ba brand.
Ntle le moo, e ntlafatsa khokahano ea maikutlo lipakeng tsa brand le bareki ba eona. Ka litefiso tsa motho ka mong le meputso ea letsatsi la tsoalo, Starbucks e etsa hore bareki ba eona ba ikutloe ba ananeloa ebile ba ananeloa. Kamano ena ea maikutlo ha e khothalletse feela ho pheta-pheta khoebo empa hape le papatso e ntle ea mantsoe.
Litsela tsa bohlokoa
Leano la ho bapatsa la Starbucks ke bopaki ba matla a ho theha liphihlelo tse sa lebaleheng tsa bareki. Ka ho totobatsa ho ikhetha, ho tšoarella, ho iketsetsa motho ka mong, le ho amohela mekhoa e mecha ea dijithale, Starbucks e tiisitse boemo ba eona e le lets'oao la lefats'e le fetelang hole le kofi.
Ho ntlafatsa leano la khoebo ea hau ea ho bapatsa, nahana ka ho kenyelletsa AhaSlides. AhaSlides e fana ka likarolo tse sebetsang tse ka kopanyang le ho hokahana le bamameli ba hau ka mekhoa e mecha. Ka ho sebelisa matla a AhaSlides, o ka bokella lintlha tsa bohlokoa, oa etsa boiteko ba hau ba ho bapatsa, 'me oa hlaolela botšepehi bo matla ba bareki.
FAQs Mabapi Leano la ho bapatsa la Starbucks
Leano la ho bapatsa la Starbucks ke lefe?
Leano la ho bapatsa la Starbucks le thehiloe holim'a ho fana ka liphihlelo tse ikhethang tsa bareki, ho amohela boqapi ba dijithale, ho netefatsa boleng ba sehlahisoa, le ho khothaletsa botsitso.
Leano le atlehileng la ho bapatsa la Starbucks ke lefe?
Leano le atlehileng la ho bapatsa la Starbucks ke ho iketsetsa motho ka mokhoa oa eona oa "lebitso-on-cup", ho hohela bareki le ho theha menyenyetsi ea litaba tsa sechaba.
Li-4 P tsa ho bapatsa Starbucks ke life?
Motsoako oa papatso oa Starbucks o na le Sehlahisoa (linyehelo tse fapaneng tse fetang kofi), Theko (litheko tsa premium tse nang le mananeo a ts'epahalo), Sebaka (marang-rang a lefats'e a mabenkele le litšebelisano), le Phatlalatso (matšolo a boqapi le linyehelo tsa nako).
References: CoSchedule | IIMSkills | Mageplaza | MarketingStrategy.com
