Chapter 16 Describes Starbucks’ use of （第十六章描述了星巴克使用）.pdf

CASE 35: Starbucks Coffee Company Synopsis: Starbucks is the leading retailer of specialty coffee beverages and beans and related food and merchandise. Starbucks’ mission is to provide people with the opportunity to savor a good cup of coffee while engaging good conversation in a relaxed atmosphere. Use: Chapter 5 Illustrates the concept of retail strategy, the steps a retailer goes through to develop its strategy, and how a retailer may use its strategy to build a sustainable competitive advantage. Chapter 16 Describes Starbucks’ use of promotions and marketing communications. Chapter 17 Describes Starbuck’s day-to-day store management activities. Discussion Questions 1. What is Starbucks’ retail strategy? What is its target market and how does it try to develop an advantage over its competition? Starbuck’s retail strategy, which is designed primarily to maintain loyalty and repeat business among its target market (upscale coffee drinkers) encompasses hiring and training knowledgeable counter servers, called baristas (Italian for bartenders), to educate customers about Starbucks’ specialty coffee drinks and associated products, and to provide customers with an opportunity to take a break from their busy lives in a relaxing atmosphere. The company has also entered some creative partnerships to put its cafes in Nordstrom and Barnes Noble stores and serve its coffee on United Airlines. Licensing the brand name for other food products such as ice cream and soft drinks also increases its brand awareness. 2. Describe Starbucks’ retail mix: location, merchandise assortment, pricing, advertising and promotion, store design and visual merchandising, customer service, and personal selling. How does its retail mix support its strategy? Starbucks, l