星巴克香港营销策略与未来发展 英文.doc

星巴克香港营销策略与未来发展英文

nMarketing Strategy Analysis of Starbucks HK

CONTENTS
Executive Summary
................................................................................................
Company profile
Case summary
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Analysis – current strategies .................................................................
Targeting & Positioning (STP) ............................................................... Segmentation
Targeting
Positioning
........................................................................................................................

Strengths
Weaknesses
Opportunities
Threats........................................................................................................................

Politics
Economy
Society
Technology
Legal
Environment........................................................................................................................
objectives and goals (SMART)............................................................
Marketing Strategies and Programmes
Return to the brand
Localization Strategy
First and Second Place Strategy
Multi-brand Strategy
Cost Strategy
Digital marketing
..............................................
........................................................................................................................
&Refrences...........................................................................................................
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Executive Summary
Starbucks HK has long mitted to provide customers with the highest-quality of coffee and services, it has created a kind of unique Starbucks Experience, so as to let Starbucks has e