[starbucks] marketing case- 2014 really frustrating six pocketed the eye movements（(星巴克)营销案例- 2014真的令人沮丧的六把眼球运动）.docVIP

[Starbucks] Marketing Case: 2014 really frustrating six pocketed the eye movements Free Paper Download Center News: 2014, Starbucks coffee chain parity just not willing to own brand in the world, while maintaining expansion posture, with the power of mobile technology closer contact with customers, and ‘self-revolution’ open ‘roasted coffee museum experience’ introduction of specialty coffee brand ‘R’. January, Starbucks chairman and CEO Howard Schultz has said, the turning point coming change consumption patterns, ‘People on the Internet a lot more time than in the past.’ And confidently stated that Starbucks can resist the invasion of electricity providers, because they can not replicate on the Internet cup of coffee and a croissant in hand experience. In March, Starbucks announced a partnership with America’s most famous talk show host Oprah Winfrey to launch Teavana tea to her name:?. Teavana Oprah Chai Tea (Starbucks Corp. in 2012 to $ 620 million acquisition of the tea chain brand Teavana. October 2013, Starbucks’s first opened in New York Teavana tea.) In March, Starbucks has spread ‘nightclub’ program, introduced in the next few years, thousands of stores alcoholic beverages in the United States, serving bottled beer or wine from 16:00 Later, when night falls, Starbucks will suddenly become a nightclub pub, so you can get drunk after work here. September, Starbucks cooperation with Uber, launched direct-cafe set-up service at Starbucks after selecting car service, the phone will jump from the Starbucks app to the app Uber cab and open process - and so the user to simultaneously Uber and install two Starbucks app can be used normally in strong alliances intelligent terminal is for both sides to draw the user’s win-win strategy. Also in September, Starbucks announced that Starbucks will have complete control over the business through acquisitions in Japan, will purchase price of $ 913.5 million of the 60.5 percent stake of Starbucks Japan Saz