Ngaba unomdla malunga neqhinga lokuthengisa le-Starbucks? Elitsheyina le-coffeehouse yehlabathi liyitshintshile indlela esitya ngayo ikofu, kunye nendlela yokuthengisa engeyonto imfutshane kubukrelekrele. Kweli nqaku, siza kuntywila nzulu kwiqhinga lentengiso ye-Starbucks, siphonononge izinto zayo eziphambili, ii-4 Ps zoMxube weNtengiso ye-Starbucks, kunye namabali ayo empumelelo.
Isiqulatho
Yintoni iQhinga lokuThengisa iStarbucks?
Isicwangciso sokuthengisa seStarbucks simalunga nokudala amava akhethekileyo kubathengi bayo. Bakwenza oku ngokuthi:
Starbucks 'Core Business Level Strategy
IStarbucks yahlukile kwihlabathi lekofu kuba ayikhuphisani nje ngexabiso. Endaweni yoko, ivelele ngokwenza iimveliso ezikhethekileyo nezikumgangatho ophezulu. Bahlala bejonge into entsha kunye nentsha, ebenza bahluke kwabanye.
Starbucks Global Expansion Strategy
Njengoko i-Starbucks ikhula kwihlabathi jikelele, ayisebenzisi indlela yobukhulu obunye. Kwiindawo ezifana neIndiya, iChina, okanye iVietnam, batshintsha izinto ukuze zihambelane nendlela abantu balapho abathanda ngayo ngelixa begcina isitayile seStarbucks.
Amacandelo aphambili eSicwangciso sokuThengisa i-Starbucks
I-1/ Eyodwa kunye neMveliso yoTshintsho
I-Starbucks igxile ekuboneleleni ngeemveliso ezizodwa kunye nokutsha rhoqo.
- Umzekelo: Iziselo zeStarbucks 'ezifana ne Ithanga Spice Latte kunye ne-Unicorn Frappuccino yimizobo egqwesileyo yokuveliswa kwezinto ezintsha. Le minikelo yexesha elilinganiselweyo yenza uchulumanco kwaye itsalele abathengi abafuna into eyahlukileyo.
2/ Ukufumaneka kwehlabathi jikelele
I-Starbucks ihlengahlengisa iminikelo yayo ukuze ibonelele kukuthanda kwalapha ekhaya ngelixa igcina uphawu lwayo olungundoqo.
- Umzekelo: E-China, i-Starbucks yazisa uluhlu lweziselo ezisekelwe kwiti kunye iimoncakes zoMnyhadala weMid-Autumn, ngokuhlonipha izithethe zasekuhlaleni ngelixa ugcina amava e-Starbucks eqinile.
3/ Digital Engagement
IStarbucks yamkela amajelo edijithali ukomeleza amava abathengi.
- Umzekelo: I-Starbucks mobile app ngumzekelo obalaseleyo wokuzibandakanya kwidijithali. Abathengi banokuodola kwaye bahlawule nge-app, bafumane umvuzo kunye nokufumana izibonelelo zomntu, ukwenza lula kunye nokutyebisa utyelelo lwabo.
I-4/ Ukwenza umntu kunye neQhinga elithi "Igama-kwindebe".
I-Starbucks inxibelelana nabathengi kwinqanaba lomntu ngokudumileyo "igama-kwindebe” indlela.
- umzekelo: Xa i-Starbucks baristas iphosa amagama abathengi okanye ibhala imiyalezo kwiikomityi, ihlala iphumela ekubeni abathengi babelane ngeendebe zabo ezizodwa kumajelo asekuhlaleni. Lo mxholo owenziwe ngumsebenzisi ubonisa uqhagamshelo lomntu kwaye usebenza njengentengiso yasimahla, eyinyani yohlobo.
5/ Uzinzo kunye neNdlela yokuziphatha
I-Starbucks ikhuthaza ukufunwa kokuziphatha kunye nokuzinza.
- Umzekelo: Ukuzinikela kwe-Starbucks ekuthengeni iimbotyi zekofu kwimithombo yokuziphatha kunye nezinzileyo kubonakala ngamaphulo afana Izenzo ze-CAFE (iKofu kunye noLingano lwamaFama). Oku komeleza ukuzibophelela kwe-brand kuxanduva lokusingqongileyo kunye nentlalo, ukutsala abathengi abaxabisa uzinzo.
IiPs ezi-4 zoMxube weNtengiso yeStarbucks
IQhinga leMveliso
I-Starbucks inikeza uluhlu lweemveliso, kungekhona nje ikofu. Ukusuka kwiziselo ezikhethekileyo ukuya kwisnacks, kubandakanywa neziselo ezikhethekileyo (umzekelo, iCaramel Macchiato, iFlat White), iipastries, iisandwich, kunye nezinto ezithengiswayo (iimagi, iigubhu, iimbotyi zekofu). IStarbucks ibonelela kuluhlu olubanzi lwezinto ezikhethwa ngabathengi. Inkampani isoloko ivelisa izinto ezintsha kwaye ilungisa unikezelo lwemveliso yayo ukugcina umda wokukhuphisana.
Icebo lexabiso
I-Starbucks izibeka njengophawu lwekofu yeprimiyamu. Isicwangciso sabo samaxabiso sibonisa esi sikhundla, sibiza amaxabiso aphezulu xa kuthelekiswa nabakhuphisana abaninzi. Nangona kunjalo, banikezela ngexabiso ngenkqubo yabo yokunyaniseka, evuza abathengi ngeziselo zasimahla kunye nezaphulelo, ukukhuthaza ukugcinwa kwabathengi kunye nokutsala abathengi abaqaphela ixabiso.
Indawo (Usasazo) Isicwangciso
Inethiwekhi yehlabathi ye-Starbucks yeevenkile zekofu kunye nentsebenziswano kunye neevenkile ezinkulu kunye namashishini aqinisekisa ukuba uphawu luyafikeleleka kwaye lulungele abathengi. Asiyovenkile yekofu nje; lukhetho lwendlela yokuphila.
Isicwangciso soKwazisa
I-Starbucks iyagqwesa ekukhuthazeni ngeendlela ezahlukeneyo, kubandakanywa amaphulo eentengiso zonyaka, ukubandakanyeka kwimidiya yoluntu, kunye neminikelo yexesha elilinganiselweyo. Iintengiso zabo zeholide, ezinje nge “Indebe ebomvu” iphulo, ukudala ulindelo kunye nemincili phakathi kwabathengi, ukwandisa ukuhamba kweenyawo kunye nokuthengisa.
Amabali eMpumelelo yeNtengiso yeStarbucks
1/ I-Starbucks Mobile App
I-app ye-Starbucks 'yefowuni iye yatshintsha umdlalo kwishishini lekofu. Le app idityaniswa ngaphandle komthungo kumava omthengi, ivumela abasebenzisi ukuba bafake iiodolo, benze iintlawulo, kwaye bafumane imbuyekezo ngokucofa nje okumbalwa. Uncedo olunikezelwa yi-app lugcina abathengi bexakekile kwaye lukhuthaza ukuphinda utyelelo.
Ukongeza, i-app yidatha yegolide, ebonelela nge-Starbucks ngolwazi malunga nezinto ezikhethwa ngumthengi kunye nokuziphatha, okwenza ukuba ukuthengisa kube ngokwakho.
2/ Unikezelo lwamaxesha onyaka kunye neXesha eliNcinane
I-Starbucks iye yakwazi ubugcisa bokudala ulindelo kunye nemincili kunye neminikelo yayo yexesha elithile kunye nexesha elilinganiselweyo. Imizekelo efana nePumpkin Spice Latte (PSL) kunye ne-Unicorn Frappuccino ibe yinto yenkcubeko. Ukuqaliswa kwezi ziselo zikhethekileyo, zinexesha elilinganiselweyo kudala i-buzz edlula ngaphaya kwabathandi bekofu ukuya kubaphulaphuli ababanzi.
Abathengi balindele ngolangazelelo ukubuyiswa kwezi zibonelelo, ukuguqula ukuthengiswa kwexesha elithile libe yinto enamandla yokugcina abathengi kunye nokufumana.
3/ Imivuzo yam yeStarbucks
Inkqubo yam yeMvuzo yeStarbucks ngumzekelo wempumelelo yenkqubo yokuthembeka. Ibeka umthengi embindini wamava e-Starbucks. Ibonelela ngenkqubo enenqanaba apho abathengi banokufumana iinkwenkwezi ngokuthenga ngakunye. Ezi nkwenkwezi ziguqulela kwiimbuyekezo ezahlukeneyo, ukusuka kwiziselo zasimahla ukuya kwizibonelelo ezizezakho, ukudala imvakalelo yexabiso kubaxhasi abaqhelekileyo. Yongeza ukugcinwa kwabathengi, iphakamisa ukuthengisa, kwaye ikhulise ukunyaniseka kwe-brand.
Ukongeza, iphucula unxibelelwano lweemvakalelo phakathi kwebhrendi kunye nabathengi bayo. Ngokunikezelwa kobuqu kunye nemivuzo yomhla wokuzalwa, iStarbucks yenza ukuba abathengi bayo bazive bexatyisiwe kwaye bexatyiswa. Olu nxibelelwano lweemvakalelo alukhuthazi nje ukuphinda ishishini kodwa lukwakhuthaza nentengiso yamagama.
IItrakthi ezibalulekileyo
Isicwangciso sokuthengisa se-Starbucks sibubungqina bamandla okudala amava omthengi angalibalekiyo. Ngokugxininisa ukohluka, ukuzinza, ukwenziwa komntu, kunye nokwamkela iinguqulelo zedijithali, iStarbucks iye yaqina indawo yayo njengophawu lwehlabathi oludlulela ngaphaya kwekofu.
Ukuphucula isicwangciso seshishini lakho, cinga ngokubandakanya iAhaSlides. IAhaSlides ibonelela ngeempawu ezisebenzisanayo ezinokubandakanya kunye nokunxibelelana nabaphulaphuli bakho ngeendlela ezintsha. Ngokusebenzisa amandla e-AhaSlides, unokuqokelela ulwazi oluxabisekileyo, wenze ngokwezifiso iinzame zakho zokuthengisa, kwaye uhlakulele ukunyaniseka kwabathengi olomeleleyo.
FAQs Malunga Starbucks Marketing Strategy
Sithini isicwangciso sokuthengisa seStarbucks?
Isicwangciso sentengiso sikaStarbucks sakhelwe ekuziseni amava omthengi awodwa, ukwamkela ukusungulwa kwedijithali, ukuqinisekisa umgangatho wemveliso, kunye nokukhuthaza uzinzo.
Yintoni iStarbucks esona sicwangciso siphumeleleyo sokuthengisa?
Esona sicwangciso siphumeleleyo sentengiso ye-Starbucks kukwenza umntu asebenzise indlela yakhe "yegama-kwindebe", ukubandakanya abathengi kunye nokudala i-buzz yemidiya yoluntu.
Zeziphi ii-4 P's zentengiso ye-Starbucks?
Umxube wentengiso we-Starbucks uquka iMveliso (iminikelo eyohlukeneyo ngaphaya kwekofu), iXabiso (ixabiso leprimiyamu elineenkqubo zokuthembeka), Indawo (uthungelwano lwehlabathi lweevenkile kunye nobuhlakani), kunye neNkuthazo (amaphulo okudala kunye neminikelo yexesha lonyaka).
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