스타벅스 커피전문점의 서비스 개선을 위한 마케팅 전략 : 사례연구

Abstract

The primary purpose of this study was to draw a marketing strategy by the analyzing today`s trends and surroundings, and the attitudes of consumer on Starbucks coffeeshop, one of the most rapidly growing specialty coffeeshops, among any other take-out coffeeshop today. For the Starbucks coffeeshop, the survey was carried out with several views such as the experience of using it, the reasons of using specialty coffeeshop, the investigation about it. The main reasons for frequent specialty coffeeshop was reported that Starbuck coffeeshop to be the appropriate place for their meets and own experience of special taste. The taste of Starbucks coffee was evaluated by the degree of satisfaction, but the students needed the better atmosphere and convenient use. The marketing strategy of price is to be closely reconsidered, because most of students and business men responded to the cutdown of the price. Therefore, it was quitely recommended that the marketing strategy of better! service and special atmosphere should be preferred to the strategy of freshness. This study finally came to build up the 4 ps of marketing strategy: product marketing (new set menu), area marketing(place for target customer), promotion and price marketing(coupon, etc), and procedure marketing (reducing the time process).