论文修改:星巴克如何开发新市场

论文修改:星巴克如何开发新市场

星巴克也紧跟科技因素的步伐。例如,公司开发了星巴克卡。这只是预付卡。这张卡片有助于重复客户,并随着客户提高程序等级;他受益于更大的利益。在星巴克卡中,所有信息都被存储,当持卡人访问星巴克门店时,该门店的员工会为他们提供特殊待遇。法律和政治因素可以影响星巴克,包括自然资源和咖啡来源国家的政治稳定。星巴克一直从世界各地的多个国家采购咖啡豆。这也包括经历过地震、海啸和战争等自然灾害的地方。市场环境的风险在于,如果这些自然灾害发生在咖啡的来源国,星巴克将无法生产咖啡,从而降低其盈利能力。星巴克提升品牌形象的营销策略包括向农民提供生活工资和生产低污染咖啡。本文考虑了星巴克在澳大利亚的新市场。
澳大利亚咖啡的味道是二战后大批移民来到该国海岸的副产品。来自欧洲的移民,尤其是意大利人和希腊人是咖啡文化的最初介绍者。20世纪80年代后期,这种咖啡文化得到了更广泛的接受。几十年来,澳大利亚人一直享受着星巴克在美国白手起家的生活方式咖啡。然而,如上所述,就澳大利亚人而言,没有必要向他们介绍咖啡的概念,因为这是许多其他国家所需要的。对许多消费者来说,早晨品味一杯咖啡是一种习惯。对咖啡的热爱很容易量化。澳大利亚市场的价值约为300万美元。其中180万美元用于咖啡零售市场。在国外消费的咖啡和在国内消费的咖啡的比例大约是1比2(澳大利亚特色咖啡协会,2006)。据估计,咖啡的人均消费量比30年前增加了2.3公斤。

论文修改:星巴克如何开发新市场

Starbucks keep pace with the technological factors as well. For example, the company made the development of Starbucks card. This is nothing but the pre-paid reward card. This card helps in the repetition of the customers and as the customers improves the program ranks; he is beneficiary of greater benefits. Within the Starbucks card, all information is stored and when that card holder visits the Starbucks outlets, the employees of the outlet provides them special treatment. The legal and political factors can affect the Starbucks that includes the political stability of the countries from where the natural resources and the coffee are sourced. Starbucks have been sourcing coffee beans from a range of nations from all over the world. This also includes place that have experienced natural disasters like earthquakes, tsunamis, and wars. The risk that lies with marketing environment is that if any of these natural disasters take place in the countries from where the coffee is expected from, Starbucks will fail in producing coffee and that will decrease its profitability. The Starbucks marketing strategy in improving their brand image includes provision of living wage to the farmers and producing coffee with low rates of pollution. Starbucks’ new Market of Australia is considered for this paper.
The taste of Australia’s coffee is a by-product of the arrival of hordes of immigrants on the shores of the country in the aftermath of World War 2. The migrants from the Europe, especially the Italians and the Greeks were the initial introductory of the coffee culture. Later in 1980s, this coffee culture was embraced more widely. There has been enjoyment by the Australians for decades in relation to the experience of lifestyle coffee that was created by Starbucks from the scratch in US. However, as described above, there was no need as far as the Australians are concerned to be introduced the concept of coffee to them as it was required in many other countries. It was ritual for many consumers to savour a cup of coffee in the morning. There is easy quantification with regards to the love for coffee. The worth of Australian market is about $3 million. Out of this, $1.8 million is in relation to the retail market of coffee. The ratio between the coffee that has the consumption out of home to the coffee that has the consumption at home is about one is to two (AustralAsian Specialty Coffee Association, 2006). The coffee’s consumption per capita has been estimated at 2.3 kg more than what the consumption was thirty years ago.