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Starbucks Analysis

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Key Issue 1 : การสร้างความแตกต่างเนื่องจากการเพิ่มขึ้นของคู่แข่ง
เนื่องจากในปัจจุบันมีการเพิ่มขึ้นของคู่แข่งขันของ Starbucks จำนวนมาก ทั้งคู่แข่งรายใหญ่และคู่แข่งรายย่อยในแต่ละท้องถิ่น ซึ่งหลายรายมีการนำคอนเซปต์ “Third Place” ที่เป็นจุดเด่นของ Starbucks มาใช้ มีการออกแบบร้านที่เจาะจงลูกค้าเฉพาะกลุ่มมากขึ้น รวมถึงการขายกาแฟ Premium เช่นเดียวกันแต่ในราคาที่ถูกกว่า เพื่อมาแย่งส่วนแบ่งทางการตลาดของ Starbucks ดังนั้น Starbucks จึงต้องหากลยุทธ์ในการสร้างความแตกต่าง (Differentiation) ให้แก่แบรนด์ตัวเองเพื่อให้ลูกค้ารับรู้คุณค่าของแบรนด์ และจงรักภักดีต่อแบรนด์ * Strategic Alternative 1 : การเพิ่มผลิตภัณฑ์ที่ดีต่อสุขภาพทั้งที่เป็น Coffee และ Non - coffee
เนื่องจากปัจจุบันผู้บริโภคมีความใส่ใจเรื่องการบริโภคสิ่งที่ดีสุขภาพมากขึ้น กลยุทธ์นี้จะดึงเอาผลิตภัณฑ์ที่ดีต่อสุขภาพมาสร้างความแตกต่าง ในส่วนของกาแฟ Starbucks ควรหันมาใช้เมล็ดกาแฟ Organic ที่มาจากแหล่งที่ปลอดภัยทั้งหมด และคิดค้นเครื่องดื่มกาแฟโดยนำส่วนผสมตามแต่ละท้องถิ่นที่มีประโยชน์ต่อสุขภาพมาเพิ่มคุณค่าให้กับกาแฟ เช่น กาแฟใส่งาดำในประเทศญี่ปุ่น กาแฟผสมน้ำขิงในประเทศจีน เป็นต้น ส่วนที่เป็น Non – Coffee ควรเพิ่มผลิตภัณฑ์ประเภทน้ำผลไม้ (Evolution Fresh), น้ำชา(Tazo Tea, Teavana), โยเกิร์ต ให้มากขึ้นเพื่อดึงดูดลูกค้ากลุ่มนี้
ข้อดี
* สามารถดึงดูดลูกค้าใหม่ๆในกลุ่มคนรักสุขภาพ และรักษาลูกค้าเก่าได้ * เป็นการสร้างภาพลักษณ์ของแบรนด์ว่า Starbucks ใส่ใจผู้บริโภค และประยุกต์ตัวเองเข้ากับวัฒนธรรมท้องถิ่นนั้นๆ * ทำให้ลูกค้าได้ทดลองผลิตภัณฑ์ที่ไม่เคยซื้อมาก่อน อาจทำให้เกิดการประทับใจและซื้อซ้ำ * สร้างยอดขายเพิ่มขึ้น จากเดิมที่ลูกค้าซื้อแค่กาแฟเพียงแก้วเดียว อาจซื้อผลิตภัณฑ์ประเภทอื่นๆด้วย * เป็นการใช้ประโยชน์จาก Core Business ของตนเองที่มีอยู่ ทำให้ไม่เสี่ยงจนเกินไป
ข้อเสีย
* อาจะทำให้ Position ของ Starbucks ดูสับสน * ต้นทุนที่เพิ่มขึ้น เพราะต้องมีการบริหาร Inventory ที่มากขึ้น ก่อให้เกิดค่าใช้จ่ายในการสั่งซื้อ เก็บของมากขึ้น และอาจเกิดของเสียได้ * ต้นทุนในการ R&D สูง...

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