Ingabe ufuna ukwazi ngesu lokumaketha le-Starbucks? Lolu chungechunge lwe-coffeehouse yomhlaba wonke luguqule indlela esidla ngayo ikhofi, ngendlela yokumaketha engashodi ngalutho ngobuhlakani. Kulesi sihloko, sizongena sijule esu lokumaketha le-Starbucks, sihlole izici zayo eziyinhloko, ama-4 Ps we-Starbucks' Marketing Mix, nezindaba zayo zempumelelo.
Okuqukethwe
Liyini Isu Lokukhangisa Le-Starbucks?
Isu lokumaketha le-Starbucks limayelana nokudala okuhlangenwe nakho okuhlukile kumakhasimende ayo. Bakwenza lokhu ngokuthi:
I-Starbucks' Core Business Level Strategy
I-Starbucks ihlukile emhlabeni wekhofi ngoba ayincintisani nje ngentengo. Kunalokho, igqama ngokwenza imikhiqizo ekhethekile nesezingeni eliphezulu. Bahlale behlose okuthile okusha nokusha, okubenza bahluke kwabanye.
I-Starbucks Global Expansion Strategy
Njengoba i-Starbucks ikhula emhlabeni wonke, ayisebenzisi indlela yokulinganisa konke. Ezindaweni ezifana ne-India, i-China, noma i-Vietnam, bashintsha izinto ukuze zivumelane nokuthandwa abantu lapho ngenkathi begcina isitayela se-Starbucks.
Izingxenye ezibalulekile ze-Starbucks Marketing Strategy
1/ Ubunye kanye Nokusungulwa Kwemikhiqizo Emisha
I-Starbucks igxile ekunikezeni imikhiqizo eyingqayizivele kanye nokuqamba okusha okuqhubekayo.
- Isibonelo: Iziphuzo zesizini ze-Starbucks njenge Ithanga Spice Latte kanye ne-Unicorn Frappuccino yimifanekiso emihle kakhulu yokusungulwa komkhiqizo. Le minikelo yesikhathi esilinganiselwe idala injabulo futhi idonsela kumakhasimende afuna okuthile okuhlukile.
2/ I-Global Localization
I-Starbucks ivumelanisa ukunikezwa kwayo ukuze ibhekane nokuthandwa kwasendaweni kuyilapho igcina ubunikazi bayo obuyinhloko.
- Isibonelo: E-China, i-Starbucks yethula uchungechunge lweziphuzo ezisekelwe etiyeni kanye ama-mooncake oMkhosi Wamaphakathi Nekwindla, ngokuhlonipha amasiko endawo ngenkathi igcina ukuzizwisa kwe-Starbucks kuphelele.
3/ Ukuzibandakanya Kwedijithali
I-Starbucks yamukela iziteshi zedijithali ukuthuthukisa ukuzizwisa kwamakhasimende.
- Isibonelo: Uhlelo lokusebenza lweselula lwe-Starbucks luyisibonelo esiyinhloko sokuzibandakanya kwedijithali. Amakhasimende anga-oda futhi akhokhe ngohlelo lokusebenza, athole imiklomelo futhi athole okunikezwayo okuqondene nawe, enze kube lula futhi anothise ukuvakasha kwawo.
4/ Ukwenza kube ngokwakho kanye Nesu "Igama-on-Cup".
I-Starbucks ixhuma namakhasimende ngeleveli yomuntu siqu ngokusebenzisa okudumile "igama-on- cup” sondela.
- Isibonelo: Uma abakwa-Starbucks baristas bengapeli kahle amagama wamakhasimende noma bebhala imilayezo ezinkomishini, kuvame ukuphumela ekutheni amakhasimende abelane ngezindebe zawo ezihlukile kunkundla yezokuxhumana. Lokhu okuqukethwe okukhiqizwa umsebenzisi kukhombisa ukuxhumana komuntu siqu futhi kusebenza njengephromoshini yamahhala, eyiqiniso yomkhiqizo.
5/ Ukusimama kanye Nokutholakala Kwezimiso Zokuziphatha
I-Starbucks ikhuthaza ukutholakala kokuziphatha kanye nokusimama.
- Isibonelo: Ukuzibophezela kwe-Starbucks ekuthengeni ubhontshisi wekhofi emithonjeni enesimilo nesimeme kubonakala ngezinhlelo ezifana Imikhuba ye-CAFE (Ikhofi kanye Nokulingana Komlimi). Lokhu kuqinisa ukuzibophezela komkhiqizo ekuzibophezeleni kwezemvelo nenhlalo, ukuheha amakhasimende azisa ukusimama.
I-4 Ps ye-Starbucks' Marketing Mix
Isu Lomkhiqizo
I-Starbucks inikeza inqwaba yemikhiqizo, hhayi nje ikhofi. Kusukela eziphuzweni ezikhethekile kuye ekudleni okulula, okuhlanganisa iziphuzo ezikhethekile (isb., i-Caramel Macchiato, i-Flat White), amakhekhe, amasemishi, kanye nokuthengiswayo okunegama (izinkomishi, izigaxa, nobhontshisi wekhofi). I-Starbucks ihlinzekela izinhlobonhlobo zezintandokazi zamakhasimende. Inkampani ihlale yenza izinto ezintsha futhi yenza ngendlela oyifisayo imikhiqizo yayo ukuze igcine ukuncintisana.
Inani Isu
I-Starbucks izibeka njengomkhiqizo wekhofi ophambili. Isu labo lentengo libonisa lesi sikhundla, likhokhisa amanani aphezulu uma liqhathaniswa nabaqhudelana nabo abaningi. Nokho, baphinde banikeze inani ngohlelo lwabo lokwethembeka, oluvuza amakhasimende ngeziphuzo zamahhala nezaphulelo, ukukhuthaza ukugcinwa kwamakhasimende nokuheha abathengi abaqaphela amanani.
Indawo (Yokusabalalisa) Isu
Inethiwekhi yomhlaba wonke ye-Starbucks yezitolo zekhofi kanye nobudlelwano nezitolo ezinkulu namabhizinisi kuqinisekisa ukuthi umkhiqizo uyafinyeleleka futhi ulungele amakhasimende. Akusona nje isitolo sekhofi; kuwukukhetha indlela yokuphila.
Isu Lokukhuthaza
I-Starbucks iphumelela kakhulu ekuphromothweni ngezindlela ezahlukahlukene, ezifaka imikhankaso yokukhangisa yesizini, ukusebenzelana kwenkundla yezokuxhumana, neminikelo yesikhathi esikhawulelwe. Izinyuso zabo zamaholide, njengokuthi “I-Red Cup” umkhankaso, dala ukulangazelela kanye nesasasa phakathi kwamakhasimende, ukwandisa ukwehla nokuthengisa.
Starbucks Marketing Impumelelo Stories
1/ I-Starbucks Mobile App
Uhlelo lokusebenza lweselula lwe-Starbucks luguqule umdlalo embonini yekhofi. Lolu hlelo lokusebenza luhlanganisa kalula kulwazi lwamakhasimende, luvumela abasebenzisi ukuthi bafake ama-oda, benze izinkokhelo, futhi bathole imiklomelo ngokuthinta nje okumbalwa. Ukufaneleka okunikezwa uhlelo lokusebenza kugcina amakhasimende ematasa futhi kukhuthaza ukuphinda ukuvakasha.
Ukwengeza, uhlelo lokusebenza i- goldmine yedatha, ehlinzeka i-Starbucks ngemininingwane mayelana nezintandokazi zamakhasimende nokuziphatha, okuvumela ukumaketha komuntu siqu.
2/ Iminikelo yesizini kanye Nesikhathi Esinomkhawulo
I-Starbucks ifunde ubuciko bokudala ukulangazelela nesasasa ngeminikelo yayo yesizini neyesikhathi esilinganiselwe. Izibonelo ezifana nePumpkin Spice Latte (PSL) kanye ne-Unicorn Frappuccino seziphenduke izenzakalo zamasiko. Ukwethulwa kwalezi ziphuzo eziyingqayizivele, ezikhawulelwe isikhathi kudala umsindo odlulela ngale kwabathandi bekhofi uye kubabukeli abaningi.
Amakhasimende alindele ngokulangazela ukubuyiselwa kwalokhu kunikezwa, aguqule ukumaketha kwesizini kube amandla anamandla okugcina amakhasimende nokutholwa.
3/ Imivuzo Yami Ye-Starbucks
Uhlelo lwe-Starbucks My Starbucks Rewards luyimodeli yempumelelo yohlelo lokwethembeka. Ibeka ikhasimende enkabeni yolwazi lwe-Starbucks. Inikeza isistimu enezigaba lapho amakhasimende engathola khona izinkanyezi ngokuthenga ngakunye. Lezi zinkanyezi zihumushela emiklomelweni eyahlukene, kusukela eziphuzweni zamahhala kuye kwezinikezwa umuntu siqu, okudala umuzwa wenani kubaxhasi abavamile. Ithuthukisa ukugcinwa kwamakhasimende, ikhuphule ukuthengiswa, futhi ikhulise ukwethembeka komkhiqizo.
Ngaphezu kwalokho, ithuthukisa ukuxhumana okungokomzwelo phakathi komkhiqizo namakhasimende ayo. Ngokunikezwa komuntu siqu kanye nemiklomelo yosuku lokuzalwa, i-Starbucks yenza amakhasimende ayo azizwe ehlonishwa futhi aziswa. Lesi sibopho esingokomzwelo asikhuthazi nje ukuphinda ibhizinisi kodwa futhi nokumaketha okuhle kwamagama omlomo.
Izitoreji Eziyinhloko
Isu lokumaketha le-Starbucks liwubufakazi bamandla okudala isipiliyoni samakhasimende esikhumbulekayo. Ngokugcizelela okuhlukile, ukusimama, ukwenza kube ngokwakho, kanye nokwamukela ukuqanjwa kwedijithali, i-Starbucks isiqinise isikhundla sayo njengomkhiqizo womhlaba wonke onwebeka ngale kwekhofi.
Ukuze uthuthukise isu lokumaketha lebhizinisi lakho, cabanga ukufaka i-AhaSlides. I-AhaSlides inikeza izici ezisebenzayo ezingabandakanya futhi zixhumane nezithameli zakho ngezindlela ezintsha. Ngokusebenzisa amandla e-AhaSlides, ungaqoqa imininingwane ebalulekile, wenze imizamo yakho yokumaketha ibe ngeyakho, futhi uhlakulele ukwethembeka kwamakhasimende okuqinile.
FAQs Mayelana I-Starbucks Marketing Strategy
Liyini isu lokumaketha le-Starbucks?
Isu lokumaketha le-Starbucks lakhelwe ekuletheni ulwazi lwamakhasimende oluhlukile, ukwamukela ukuqanjwa kwedijithali, ukuqinisekisa ikhwalithi yomkhiqizo, kanye nokukhuthaza ukusimama.
Iliphi isu le-Starbucks eliphumelela kakhulu lokuthengisa?
Isu lokumaketha eliyimpumelelo le-Starbucks ukwenza kube ngokwakho ngokusebenzisa indlela yayo "yegama-on-cup", ukubandakanya amakhasimende nokudala i-buzz yezokuxhumana.
Yiziphi ama-4 P's wokumaketha we-Starbucks?
Ingxube yokumaketha ye-Starbucks iqukethe Umkhiqizo (iminikelo ehlukahlukene ngale kwekhofi), Intengo (intengo ye-premium enezinhlelo zokwethembeka), Indawo (inethiwekhi yomhlaba wonke yezitolo nobambiswano), kanye Nephromoshini (imikhankaso yokudala neminikelo yesizini).
References: CoSchedule | IIMSAmakhono | Mageplaza | MarketingStrategy.com
