Assignment First

英国西敏寺大学论文代写:SWOT分析

优秀品牌资产:星巴克咖啡的代名词。星巴克无疑是世界上最知名的咖啡品牌,同时也是全球知名品牌。其强大的品牌价值是公司巨大的无形资产,也是公司成功的一部分。其强大的品牌形象帮助它迅速和成功地扩张。

很强的市场地位:星巴克继续扩大其市场份额,尽管饱和嵌装在业界(亨尼西,2012)。星巴克以其迅速开张的门店迅速挤掉了竞争对手,因此在市场地位方面给予了竞争优势。

使用最好的原材料:星巴克使用高质量的原料,作为其哲学是服务客户的最好的咖啡。星巴克通过其负责任的购买项目(星巴克,2014年)从最好的农民那里获得咖啡。(附录1)

良好的氛围和“每个人的地方”:星巴克一个审美和愉悦的氛围。顾客一旦进入他们的商店,就知道该期待什么。除了咖啡,星巴克的菜单上还有各种各样的选择。它的价格合理的产品有很大的市场吸引力,因此,它为所有人(Hennessey,2012年)提供了一席之地。

客户忠诚度:星巴克在其客户忠诚度和市场营销主要是通过口口相传。事实上,与全球其他咖啡商店相比,Satrbucks在营销费用上的花费微不足道。

缺点:

过度依赖美国商店:星巴克仅在美国就有大约7049家门店,而全球范围内的10194家门店(星巴克公司(2014)(包括美国)。因此它只有3145个,不到美国的一半,在美国以外的商店(星巴克公司,2014年)。毫无疑问,大部分收入来自美国本土。因此,它使美国的商店更加依赖于商店。随着美国咖啡市场的饱和,这可能是星巴克未来的主要下滑趋势。

英国西敏寺大学论文代写:SWOT分析

Excellent Brand Equity: Starbucks has become synonymous with coffee. Starbucks is easily the most recognizable coffee brands worldwide, as well as a globally renowned brand (Trigeorgis & Baldi, n.d). Its strong brand value is a huge intangible asset to the company, and part of its success story. Its strong brand image has helped it expand so rapidly and successfully.
Very Strong market position: Starbucks continues to expand on its market share, despite saturation setting-in in the industry (Hennessey, 2012). Starbucks quickly edges out the competition with its rapid opening of stores, hence giving it a competitive edge when it comes to Market position.
Use of the best raw materials: Starbucks uses the best quality of ingredients, as its philosophy is to serve the best coffee to its customers. Starbucks sources its coffee from the best farmers through its responsible buying programs (Starbucks, 2014). [Appendix 1]
Excellent Ambiance and ‘A Place for Everyone’: Starbucks has a very aesthetic and pleasing ambiance. Customers know what to expect as soon as they enter one of their stores (Hennessey, 2012). Apart from coffee, Starbucks caters to a wide variety of options on its menu. Its reasonably priced products have a great market appeal, thus, making it a place for everyone (Hennessey, 2012).
Customer Loyalty: Starbucks thrives on its customer loyalty and its marketing is done mostly by word of mouth. Infact, Satrbucks spends a miniscule 1% on its marketing expenses compared to other Coffee Stores globally (Wahba, 2014).
Weaknesses:
Over-reliance on American Stores: Starbucks has about 7049 stores in USA alone, compared to its 10194 stores worldwide (Starbucks Corporation, 2014) (including USA). Hence it has only 3145, less than half of USA, stores outside the USA (Starbucks Corporation, 2014). It comes as no surprise that the majority of the revenues come from within the USA. Hence, it puts an over reliance on the stores in USA. With the USA coffee market reaching a saturation point, it could be a major downside for Starbucks in the future.