商英案例分析caferoma(最终)
星巴克CRM案例分析报告
星巴克CRM案例分析星巴克CRM案例分析一、星巴克概况星巴克(Starbuck)是全球著名的咖啡(Coffee Comp.)连锁店，1971年成立，总部位于美盛顿州西雅图市。
星巴克旗下零售产品包括30多款全球顶级的咖啡豆、手工制作的浓缩咖啡和多款咖啡冷热饮料、新鲜美味的各式糕点食品以及丰富多样的咖啡机、咖啡杯等商品。
星巴克的产品不单是咖啡，咖啡只是一种载体。
而正是通过咖啡这种载体，星巴克把一种独特的格调传送给顾客。
咖啡的消费很大程度上是一种文化层次上的消费，文化的沟通需要的就是咖啡店所营造的环境文化能够感染顾客，让顾客享受并形成良好的互动体验。
二、星巴克的企业核心1. 重视员工，视员工为财富，藏富于员工2. 体验式的消费3. 第三空间的品牌定位4. 极品咖啡的品质追求三、客户的市场细分1. 根据客户价值的细分：依据客户当前消费金额和客户消费能力的细分，可以分成以下四类：最好的客户客户：他们对星巴克品牌有高度的忠诚度，经常性消费且又有较高的消费能力。
例如公司白领，金领。
经常消费型客户：他们虽然对星巴克品牌较为热衷，消费频率较高，但是消费能力有限，是一股潜在的有望转为最好的客户的消费人群，例如学生，公司蓝领。
乐于消费人群：他们具有较高的消费能力，但是对于星巴克的品牌了解还不够，所以去星巴克的频率不够，例如中年成功人士。
不确定人群：对星巴克的品牌认知较少，没有品牌忠诚度。
但是由于不确定性，可以发展成为基数群体。
消费金额2. 星巴克如何吸引顾客1) 体验式的消费模式：星巴克认为顾客在店里喝咖啡要的不仅仅是一杯咖啡，而是要享受喝咖啡时所过的时光，认识到这一点的星巴克将注意力专注在了几个方面：一是选用顶级的咖啡豆以提供消费者最佳的咖啡产品。
二是培训员工对客服务的能力，让客人体验到细致入微的个性化服务。
三是着重店装修，地板，店装饰，天花板，座椅都是专业设计师设计的，目的在于为客人营造出舒适温馨的感觉，在客人品尝咖啡的同时，店播放的音乐更起到了锦上添花的作用。
CaferomaReport商务英语关于咖啡的案例分析
CaferomaBusiness English Report2012.5.8Table of Contents1. Introduction 12. Discussion 23. Recommendations 34. Conclusion 5IntroductionCaferoma, a well known brand of coffee, is owned by the Pan European Food and Drink Company (PEFD), based in Turin, Italy. It is promoted as an exclusive ground coffee for gourmets. Its image is that of an Italian-style coffee. It has a strong full-bodied-style coffee. It has a strong full-bodied flavor and a slightly bitter taste. It costs more per 100 grams than almost every other ground coffee product on the supermarket shelves.In the last two years, Caferoma’s share of the European quality ground coffee market has declined by almost 25%.By the pie chart we can that Top five European coffee brands’ market share has increased by almost 25%. There are several reasons for this: Consumers has become less loyal to brands and are more willing to trade down to lower-priced coffee products. Competing brands of Italian-style ground coffee at much lower price have cut into Caferoma’s market share. And it does not give the impression of being up-to-date and contemporary.Possible solutions: Change Caferoma’s image to appeal to a different market segment. Reduce the price to make it more competitive. Devise a new advertising campaign. Sell Caferoma’s under different brand names at lower prices. Sell Caferoma coffee for supermarkets to package andsell under their own labels. Bring out an instant coffee or decaffeinated product under the Caferoma brand. Allow selected manufacturers of coffee equipment to use the brand on their goods for a licensing fee, of course.Finding1.Pricing solution: Reducing the price properly and we should consider the product's cost before we change the sale price.2.Advertising solution: Strengthen the advertising promotion.3.Brand solution: Improving the brand image. Sell Caferoma with a minor change or free gift under different brand names at lower prices.The above 3 solutions have their each benefits and shorts. So I will tell you some of their advantages and disadvantages.No matter which solutions we choose, they also have their each benefits and shorts.First, we decrease the coffee price within our limits that the changed sale price is not less than the cost price. So we not only improve the market competitiveness but also promote the marketing turnover. But at the same time, it will take the mistake to consumers that the quality of our products may be declined, what’s more, some customers could think we improve the original profits.Second, advertising is one of the most important part in market share. So we should strengthen the advertising promotion. For example, launchan advertising campaign to introduce our Caferoma coffee to general people and let them know it’s special characters deeply. However, everything has it both ways and advertising is not an exception. Many people may think the ads are not worth in trusting and most businessmen spread the false products information to people. So they don’t believe ads, which will make our promotion frustrated.Third, brand image is also very important. We should establish and improve the brand image and arouse the customers’ brand awareness. At the same time, we could sell coffee with a free gift or a minor change. Besides bring out an instant coffee under the Caferoma brand. I think it’s a good way to improve our brand image. Through analyzing these above solutions, I think our main consumers are the middle-income people, which grow the market turnover greatly and expand the marketing. But from the other hand, we lose the up-market. In a word, we could build two marketing direction that is up-market and middle-income market.Last, I believe we can halt the decline and make more profits if we follow the solutions.RecommendationI think the most typical reason is that we didn't do the advertising right. Our life is so full of advertisements. Advertising is a paid-form of presentation or promotion of goods and services. It is non-personal in nature, and the promoter must be identified. Advertising's role is to createa positive image of a product or service by influencing the behavior of target customers. We cannot walk down the street, ride on a bus, watch television or read our emails without seeing advertisements. If the advertisement is not attracting at all, who would like to drink our coffee? So the most important thing that we should do immediately is to improve the advertising.There are several ways for us to do it better. Here, I have three recommendations. First, the person who is invited to play a role in the advertisement should be well-known enough. He (or she) would be expected to be a star. People always spend a lot of time searching the information of their herons. They will feel very happy if they use the same shampoo and eat the same food as those stars. What will happen if people see LADY GAGA is drinking our coffee? Of course they will go to the supermarket and buy a same one. Although it may cost us a lot, I believe it will bring us more.The second recommendation is that the TV ads should be telecasted in a right time. You may ask me “what is that?" Actually it means those hours in which most of people are watching TV. We all know that it is just a waste of time and money if an advertisement has no audience at all. According to the reason that I have mentioned, we should alwaysremember to try our best to choose a right time for our ads now. The bigger the number of people who have watched our ads, the bigger the number of people who would buy our coffee because they will no more drink a coffee that they have never seen before than go to a place that they have never heard.Finally, we should send the ads to any places we can—— not only on televisions, but also on motorways, on buses and even on the walls of those shopping malls. Handing out the leaflet is another excellent way because it's cheap and easy. All that we need to do is design a pattern, print them out and ask some people to hand the leaflet out. According to my experience, this would never cost us a lot. When there are enough advertisements in the outside world, we don't need to worry about anything. We can just sit on our own chairs and waiting for the customers.Since I have explained a lot, it is obvious that advertising is the most important thing. I believe the coffee will be sold much better if we put more efforts to the advertisement.ConclusionAccording to the information, we know that in the last two years, Caferoma’s share of the European quality ground coffee m arket has declined by almost 25%. It has become a serious problem now. Obviously, to solve the problem, some measures should be taken. We have explainedthe advantages and disadvantages of the measure. To sum up, many ways can contribute to solving this problem, but the advertising may be most effective.。
商法学-萨洛蒙案例
1、案例萨洛蒙是一个从事皮革和皮靴生意的商人，拥有经营状况甚好的企业。
为了获取有限责任的优惠，1892年决定将其企业改制成公司。
转制第一步根据英国公司法通过登记成立了萨洛蒙公司，萨洛蒙公司有萨洛蒙和妻子及五个子女共七人作为股东，以达到英国公司法规定的最低股东人数。
公司每股一英镑，共发行20，007股份，其中萨洛蒙个人拥有20，001股份，并作为经理人；萨洛蒙的妻子和其五个子女各拥有1英镑的股份，显然是作为挂名股东，公司未向外人发行任何股份。
（内部控制人）第二步萨洛蒙将原来的企业以38，782英镑的价格卖给了萨洛蒙公司，萨洛蒙公司以其中20，001英镑用于支付萨洛蒙公司的股金-股票，又以其中10，000英镑以公司财产担保的债金-债券方式支付给萨洛蒙公司。
其余8781英镑以现金-电子形式支付给萨洛蒙本人。
1892年，适逢英国经济大萧条，萨洛蒙公司几乎一成立就陷入困境，一年后公司被迫陷入清算（创立-逆向程序）。
当时公司债务超过公司资产7000余英镑（破产状态）。
公司的财产刚好能够满足有担保的公司债权，即公司的债务满足作为有担保的债券持有人萨洛蒙的债权后，用于清偿没有担保的公司其他债权人的财产就所剩无几了（别除权）。
为此萨洛蒙公司其他无担保的债权人就委托清算接管人。
萨洛蒙公司清算人认定，如果公司清偿了萨洛蒙的有担保的债权，则其他无担保的债权人将不能获得任何清偿。
所以公司清算人主张，萨洛蒙公司剩余财产应当用来向其他债权人清偿债务，在未满足其他债权人之前，萨罗蒙不应受偿。
清算人的理由是，萨洛蒙与萨洛蒙公司实际上是一体的，萨洛蒙公司不可能欠萨洛蒙的债，萨洛蒙公司实际上就是萨洛蒙自己的个人事业，公司只不过是萨洛蒙逃避债务的工具。
由此，清算人请求法院司法否认萨洛蒙的有公司担保的债权，公司财产清偿其他债权人的债务，并由萨洛蒙个人补偿萨洛蒙公司其他债务人。
2、结果案件的最终结果是，萨洛蒙不必对公司的债务承担责任，其有担保的公司债应当优先获得清偿，因此萨洛蒙得到了萨洛蒙公司所剩7000余英镑的财产，而其他的公司债权人则分文未得。
国际商务星巴克案例中行英文对比[精品]
![国际商务星巴克案例中行英文对比[精品]](https://img.taocdn.com/s3/m/3fdf206a26284b73f242336c1eb91a37f011325c.png)
国际商务星巴克案例中行英文对照案例：国际化的星巴克Case 1: United Kingdom: 案例一：英国：Starbucks Coffee Company Ltd (UK) is a wholly-owned subsidiary of Starbucks Corporation of the US, which is the world's largest retailer and roaster of specialist coffee.星巴克咖啡公司（英国）是星巴克公司在美国，这是世界上最大的零售商和专业咖啡烘焙的全资子公司。
It is the market leader of branded coffee shops in the UK.这是英国品牌咖啡店市场领导者。
(Caterersearch 2006) （Caterersearch 2006）In May 1998, Starbucks entered into the UK by the acquisition of sixty-five Seattle Coffee Company stores (Starbucks UK Home Page). 1998年5月，星巴克进入英国由六五西雅图咖啡公司收购店（星巴克英国主页）。
It acquired the Seattle Coffee Company in exchange for about 1.8 million shares of common Starbucks stock, or about ￡50.8 million (Holmes 1998).收购以换取约1.8亿股股票共同星巴克，西雅图咖啡公司或有关五千零八十零点零万英镑（霍姆斯1998年）。
Starbucks re-branded the purchased Seattle Coffee stores in the year following their purchase.星巴克重新购买的品牌在今年西雅图咖啡以下的商店购买。
产业组织学英国咖啡市场案例分析报告
英国咖啡市场第五小组案例分析报告2013年10月目录一、雀巢公司在英国咖啡市场的主导地位 (3)二、广告和促销投入构成市场障碍 (3)（一）对英国咖啡市场的整体分析 (4)（二）主要生产商的巨额广告促销投入 (5)（三）新进入者在广告和促销方面面临着进入壁垒 (6)（四）证明：主要生产商的广告和促销投入能够构成市场进入障碍 (6)三、广告和促销活动成为企业竞争优势的来源 (8)（一）一般性视角分析 (8)（二）基于英国咖啡市场的特定分析 (9)四、新产品开发和产品改进的作用 (9)（一）一般性视角分析 (9)（二）基于英国咖啡市场的特定分析 (9)五、英国咖啡市场中的价格竞争 (10)（一）价格竞争 (10)（二）获取市场份额的竞争手段 (10)六、雀巢公司高利润与英国咖啡市场有效竞争 (10)（一）市场集中度 (10)（二）规模经济 (11)（三）进入壁垒 (11)七、英国咖啡市场中结构、行为、绩效之间的关系 (13)（一）市场结构对市场行为的影响 (13)3 1.................................................................................. （二）市场行为导致市场绩效．一、雀巢公司在英国咖啡市场的主导地位雀巢公司能够在英国咖啡市场长期占据主导地位，与其多方面的因素有关。
具体而言，我们从成立时间、产品质量、品牌策略、产品种类、产品研发等五个方面进行深入的分析。
1、成立时间早：雀巢公司成立于1939年，是现存商家中最早进入英国咖啡市场的，具有先进入者的优势。
比其他竞争者更了解市场，更早的占据了市场份额，有助于后期发展。
2、高品质：雀巢独有的技术，工艺使其能够制造出高质量的产品。
大多数的供应商也承认雀巢的高质量产品不是其他生产者能够轻易替代的、长期稳定、领先的产品质量为其品牌战略奠定了坚实的基础。
消费者在对市场上提供的不同咖啡品牌的价格与质量的综合比较中，认可了雀巢咖啡。
商英案例分析caferoma
THANKS!
Solutions
Research and Repositioning
Promotion Brand Stretching Distribution Channel
Do you think Caferoma is … Expensive?
% of people answering ‘yes’ 60
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Presentation
Caferoma
Content
Background Information
Problems and Reasons
Solutions
Background Information
Company and Main Product:
Endorsement
Public Relations
Brand Stretching：
Instant coffee (similar price to other bra (coffee beans ,coffee cups cafetieres, percolators and so on.)
Caferoma, a well-known brand of coffee, is owned by PEFD, a company based in Turin, Italy.
Brand Image:
Italian style
Ground coffee Strong and slightly bitter taste
Value for money? 43
Good quality?
Old-fashioned Exciting?
70
80 23
左岸咖啡馆案例
产品
市场竞争的立足之本
在这杯子放进什么商品才能卖到最高价呢？ 考虑过葡萄酒、果汁、牛奶，最后选咖啡 因为咖啡 1）不容易变质 2）被认为是高质饮品 3）可以因含牛奶成分而得到优惠税率
品牌概念
市场的竞争力的体现
什么地方运来出售的咖啡最有高级感？
行动：组织了八个讨论小组
提出四个高级场所作为尝试的概念
品牌概念-1
空中厨房 来自空中厨房 专门为头等舱准备的咖啡
品牌概念-2
日式高级咖啡馆 来自优雅、精致的日式咖啡馆的咖啡
品牌概念-3
左岸咖啡馆 来自巴黎 塞纳河左岸 一家充满人文气氛的咖啡馆 一个诗人、哲学家喜欢去的地方
品牌概念-4
唐宁街10号 来自英国首相官邸厨房 平日在这里准备招待贵宾的咖啡
资料的收集：
—— 法国众多咖啡馆：
文字资料 图片 菜单
沟通的角度：不仅仅是卖咖啡
如果品牌是“咖啡馆”，那么它不仅卖咖啡，
它可以延伸到咖啡馆餐单上的所有东西。 从台湾 7-11 便利店的冷藏柜里，还能找
到左岸咖啡馆牌子的奶茶、牛奶冻和其它法
式甜品
广告的角色
广告的目的： 促使消费者在脑海里建造一个自己最喜爱的 法国咖啡馆 —— 一个理想的咖啡馆
案例分析
左岸咖啡馆
Left Bank Café
统一企业集团
背景（1）：企业自身发展的需求
为什么要诞生左岸咖啡馆一个新品牌？ “统一”食品需要一个“新鲜”和“专业”的 清晰形象 为“统一”食品建立一个新品牌
Байду номын сангаас
背景（2）：竞争的市场
利用公司在台湾较具竞争力的冷冻设施及铺货体系 在台湾：软包装的饮料 :不论是高价的咖啡还是低 价的豆奶 , 价格一般在10到15元新台币之间。 易拉罐包装饮料：则可卖到20元。 市场竞争激烈：原材料成本不断上升，如果能将相 同类别、相同容量的饮料卖到25元，那该多好！
浦东咖啡馆案例分析
Question 2
And we kown, there are manycompetitors, they have similar products,so Li should concentrate on his coffee and become outstanding 3. Improving the utilization rate of non-currunt asset Li purchased many non-current asset and the depreciation is too much, but they didn't bring corresponding benifit or change the layout of customer area, service area ,glass display counters ect.
Question 2
1.Depreciation 2.Increase of inventories 3.Increase of payables
Question 2
The profit is after deducting all the costs and expenses from revenue, with accrual principle.In this case,some of the costs and expenses not paid or received yet. When we compute profit, the amortization or depreciation is treated as an expense and thus deducted, but neither of them causes a cash outflow. The movement of inventories and payables, receivables, or loans impacts the flow of cash, but have nothing to do with profit. All these contribute to the difference between net profit and cash flows.In this case, when we calculate cash flows, we need to add back depreciation, increase in trade payables and deduct increase in inventories, repayment of loans from operating p上涨。 5.消费：外带很少，年销售额930000，平均人均 消费50元，总体：亏损，但现金流增加
雀巢咖啡广告案例分析
雀巢咖啡广告案例分析雀巢咖啡·广告案例分析“啡”诚勿扰1、啡品背景与文化2、啡常营销与运作3、啡之香浓创意杯4、啡浓不怕比比看一、“啡”品背景与文化成立于1867年的瑞士雀巢集团，以创始人亨利·雀巢(Nestle)的名字命名，德语意思是小小雀巢。
如今，小小雀巢已经成为世界上最大食品公司的代名词。
1994年，雀巢被美国《金融世界》杂志评选为仅决于可口可乐和万宝路的全球第三大价值最高品牌。
26>000年，雀巢集团净利润超过30亿美元。
雀巢在81个国家建立了479家工厂，全球员工总数约为221>.5万名，是世界著名的跨国公司之一。
–“啡品”故事——爱，开始的旅程1867年，瑞士籍化学师亨利??雀巢先生率先发明了世界第一种婴儿食品：牛奶麦片。
一天，一位当医生的朋友带来一个早产了一个月的婴儿。
他吃不下东西，身体极度虚弱，因而被遗弃了。
“啡品”故事——爱，开始的旅程。
亨利??雀巢先生收留了这个孩子，喂他吃自己开发的牛奶麦片。
小生命获救了。
这个好消息很快在当地传开来，被妈妈、助产士和医生们所知晓。
后来，雀巢的“神奇产品”传到世界各地并大受欢迎，成为帮助孩子健康成长的优质食品，引领他们走向美好生活。
“啡”品文化内斯特尔（Nestle）英文的含义是“舒适安顿下来”和“依偎”；而雀巢图形自然会使人们联想到慈爱的母亲哺育婴儿的情景。
雀巢咖啡代表的不仅仅是品牌，而是一种主流的消费文化，进入中国20年来，雀巢不仅改变了中国人对咖啡口味不适应的传统习惯，而且以高达80％的市场份额成为咖啡的代名词。
二、“啡”常营销与运作步步为“赢”“啡”你莫属“啡”样包装“啡”美广告“啡”常品质“啡”爱公关步步为“赢”1速溶咖啡的想法，最初是非常具有挑战性的，不要说在茶文化深厚的亚洲国家不能接受，就连平日里，素以咖啡风尚自居的欧美消费者，也不能接纳这种不经过烹制就能喝的咖啡。
“从最基本的方面开始做，一步一步发展咖啡文化。
星巴克案例分析 商务英语
16.7
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OPPORTUNITIES
Co-branding with other manufacturers of food and drink, that they provide new products, e.g. tea, icecream. Strategy alliance to expand its product and distribution portfolio New products and services that can be retailed in their cafes, such as Fair Trade products. The company has the opportunity to expand its global operations, to make a new market. Potential new market is quite huge, such as China, India, South America.
16.8
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THREATS
Who knows if the market for coffee will grow and stay in favor with customers, or whether another type of beverage or leisure activity will replace coffee in the future?
16.6
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WEAKNESSES
High price products that it can’t accepted by the ordinary. Good customer experience also means a waste, such as espresso will be thrown away if it’s not served within 10s, Coffer beans are donated 7day after coming out of vaccumsealed packs. The organization is dependent on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should need arise. The turnover is only 60% considerably less than 150~200% in other firms in the good service business. Very little investigation in advertising.
商英案例分析caferoma(最终)
Advertise
• We all know the power of celebrity effect.The advertisement is a strong • attraction to the common.
Advantage： Caferoma can use product placement and brand endorsement to advertise itself to increase its brand awareness . Disadvantage: It needs to invest a large amount of capital material resources and labor power .
Solution:
I think we should think of how to make a good product. Not only should we consider the price, but also we should think of the health of the new product. I think the best effect is we can make a product that can have the two advantages.
Solution: We can not only consider the price, we also should make some strategy. For example, If one person buy 10 cups of coffee, l think we should give one to two cups of coffee. We also can use the membership card system, if he or she has the VIP card, then he or she enjoy discounts. It is also a way to make the price lower.
【管理】案例研究：英国咖啡市场.doc
案例研究：英国咖啡市场产品和消费者咖啡主要有两种类型：需要过滤的“烘焙和研磨咖啡”和只需加热水即冲即饮的“速溶咖啡”。
速溶咖啡约占英国咖啡消费量的90%，大大高于其他任何国家。
英国的速溶咖啡种类包括：蒸干颗粒咖啡、冷凝颗粒咖啡和咖啡粉（见表1），它们以含咖啡因和不含咖啡因两种形式出现在市场上。
近年来，冷凝颗粒咖啡（冷凝能很好地保持咖啡的味道）和不含咖啡因（反映了消费者渴望健康的生活方式）非常流行。
1990年英国市场上的咖啡品种超过200种。
表1 速溶咖啡的市场份额情况%1986 1990蒸干颗粒咖啡58 58冷凝颗粒咖啡18 28咖啡粉24 141990年英国的速溶咖啡零售总额约为6亿英镑，达到80年代末的最高水平。
尽管咖啡近几年比茶叶受欢迎（1970年咖啡与茶叶的饮用比例为3.7 ：1，1989年该比例为2 ：1），然而目前咖啡市场已经是成熟的市场。
市场结构供给者英国速溶咖啡的供给量为雀巢公司所控制。
1990年该公司的“雀巢”产品系列的销售量占该行业零售总量的47%，销售额占56%。
在六七十年代，该公司的市场份额曾一度受到其他品牌产品的冲击，特别是通用食品公司的“Maxwell House”和布鲁克邦德公司的“Red Mountain”，以及许多零售商自有品牌的产品。
在70年代末，雀巢公司的市场份额降至40%以下，但它通过灵活的促销方式和不断推出新产品，重新获得原来的市场地位。
表2给出了1990年英国整个速溶咖啡供给的市场份额，以及主要品牌所占有的市场份额。
英国的速溶咖啡市场既存在生产者品牌，也存在零售商自有品牌。
雀巢公司完全以生产者品牌提供产品，布鲁克邦德公司也是如此。
通用食品公司既以生产者品牌提供产品，也以零售商自有品牌提供产品，前者占到通用咖啡的3/4。
而另外一家主要的咖啡生产企业，Lyons Tetley公司则几乎全部以零售商自有品牌供应市场。
表2 英国咖啡市场的供应商和主要品牌的市场份额（1990）%销售额销售量雀巢公司56.0 47.5Nescafe 40.8 35.7Nescafe decaffeinated 2.9 2.4Nescafe Gold Blend 7.1 5.3Nescafe Gold Blend decaffeinated 2.4 1.7Nescafe Blend 37 1.3 1.0其他 1.5 1.4通用食品公司24.7 24.9 品牌销售额：19.5 18.0 Maxwell House 8.7 8.7Maxwell House decaffeinated 0.5 0.5 Kenco 2.3 1.8 Kedco decaffeinated 1.1 0.8 Café Hag 4.0 3.3 其他 2.9 2.9 自有品牌 5.2 6.9布鲁克邦德公司 5.7 5.7 Red Mountain 4.6 4.6 Red Mountain decaffeinated 0.7 0.7 其他0.4 0.4续表%销售额销售量Lyons Tetley公司8.3 12.8自有品牌8.3 12.8其他供应商 5.3 9.1合计100.0 100.0品牌分析雀巢56.0 47.5通用19.5 18.0布鲁克邦德 5.7 5.7其他品牌 3.5 4.7自有品牌15.3 24.1⏹雀巢公司：该公司是一家瑞士公司，1939年以最初的“雀巢”品牌大入英国咖啡市场。
星巴克CRM案例分析报告
星巴克CRM案例分析星巴克CRM案例分析一、星巴克概况星巴克(Starbuck)是全球著名的咖啡(Coffee Comp.)连锁店，1971年成立，总部位于美国华盛顿州西雅图市。
星巴克旗下零售产品包括30多款全球顶级的咖啡豆、手工制作的浓缩咖啡和多款咖啡冷热饮料、新鲜美味的各式糕点食品以及丰富多样的咖啡机、咖啡杯等商品。
星巴克的产品不单是咖啡，咖啡只是一种载体。
而正是通过咖啡这种载体，星巴克把一种独特的格调传送给顾客。
咖啡的消费很大程度上是一种文化层次上的消费，文化的沟通需要的就是咖啡店所营造的环境文化能够感染顾客，让顾客享受并形成良好的互动体验。
二、星巴克的企业核心1. 重视员工，视员工为财富，藏富于员工2. 体验式的消费3. 第三空间的品牌定位4. 极品咖啡的品质追求三、客户的市场细分1. 根据客户价值的细分：依据客户当前消费金额和客户消费能力的细分，可以分成以下四类：最好的客户客户：他们对星巴克品牌有高度的忠诚度，经常性消费且又有较高的消费能力。
例如公司白领，金领。
经常消费型客户：他们虽然对星巴克品牌较为热衷，消费频率较高，但是消费能力有限，是一股潜在的有望转为最好的客户的消费人群，例如学生，公司蓝领。
乐于消费人群：他们具有较高的消费能力，但是对于星巴克的品牌了解还不够，所以去星巴克的频率不够，例如中年成功人士。
不确定人群：对星巴克的品牌认知较少，没有品牌忠诚度。
但是由于不确定性，可以发展成为基数群体。
消费金额消费频率2. 星巴克如何吸引顾客1) 体验式的消费模式：星巴克认为顾客在店里喝咖啡要的不仅仅是一杯咖啡，而是要享受喝咖啡时所过的时光，认识到这一点的星巴克将注意力专注在了几个方面：一是选用顶级的咖啡豆以提供消费者最佳的咖啡产品。
二是培训员工对客服务的能力，让客人体验到细致入微的个性化服务。
三是着重店内装修，地板，店内装饰，天花板，座椅都是专业设计师设计的，目的在于为客人营造出舒适温馨的感觉，在客人品尝咖啡的同时，店内播放的音乐更起到了锦上添花的作用。
商业银行经营管理培训案例阿斯特银行
• 销售百分比法
•销售百分比法是根据销售与资产负债表和利 润表项目之间的比例关系,预测企业融资需求 数量的一种方法. •在实际运用销售百分比法时,一般是借助预计 利润表和预计资产负债表进行的,通过预计利 润表预测企业留存收益这种内部资金来源的 增加额,通过预计资产负债表预测企业资金需 要总额和外部融资数额。
阿斯特银行收购其他银行，具有多重动机，
主要有扩大规模，占领市场，降低规模，实 现规模效益，发挥互补优势，实现协同效益 最后还有政府支持。
商业银行经营管理培训案例阿斯特银 行
阿斯特银行股份公司达成一项股票购买协议, 动用1077万美元收购与其在本地的个竞争者，拥 有6 500万美元的资产的玛兹州立银行的全部股 权，合并后的银行总资产将达到34472.3万美元。
德意志银行收购案涵盖了银行收购兼并 最新特点:规模最大，收购金额大，系跨行业 收购，系跨国界收购，与金融危机影响发生 亏损有一定关系。
商业银行经营管理培训案例阿斯特银 行
收购其他银行的优势
第一，其匹配资产是实力雄厚的表现，能给社会 公众更充分的信心。
第二，抗风险能力加强，应付突发事件的能力提 高，规模达到一定的程度后，有些风险能被有 效控制住，也有些风险不必去冒险，从而稳定 性增强。
•现主要介绍一下销售百分比法：
商业银行经营管理培训案例阿斯特银 行
商业银行经营管理培训案例阿斯特银 行
四.由国外银行重组看我国银行之发展：
a.银行重组原因：
市场势力理论认为，并购活动的主要动因是因为 可以减少竞争对手，从而能相应增强自身对经营 环境的控制，提高市场占有率，扩大市场份额。 而市场份额的扩大，可以使企业获得某种形式的 垄断，这张垄断既能带来垄断利润，又能保持一 定的竞争优势，因而可以增加长期获利机会。对 金融机构而言，通过并购增强市场势力主要源于 以下几种情况：一是需求下降，服务供给过剩， 几家金融机构合并，可以使本产业化取得较有利 的地位。二是金融竞争使国内市场遭受外贸银行 强烈渗透和冲击，金融机构合并组成大银行，可 以对抗外来竞争。
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Do you think Caferoma is … Expensive? Good quality? Old-fashioned
% of people answering ‘yes’ 60 70 80
Value for money? 43
Exciting?
Exclusive?
23
55
A New Product
THANKS!
First, the person who is invited to play a role in the advertisement should be well-known enough. He (or she) would be expected to be a star. People always spend a lot of time searching the information of their herons. They will feel very happy if they use the same shampoo and eat the same food as those stars. What will happen if people see Eason Chen is drinking our coffee? Of course they will go to the supermarket and buy a same one. Although it may cost us a lot, I believe it will bring us more.
Solution:
I think we should think of how to make a good product. Not only should we consider the price, but also we should think of the health of the new product. I think the best effect is we can make a product that can have the two advantages.
Competing on pricing may increase short term sales. But it is dangerous strategy for anyone serious about building a profitable , sustainable business. Other companies can also reduce the price to occupy the product’ market share and compete with it.
Price
• We have thought that the coffe is belong to the high classes.But if • we reduce the price,so that eveyone • could have a taste.
Advantage: By reducing the price , caferoma would attract more customers to buy it so that the sales volume product’s market share and profits can increase. Disadvantage:
The second recommendation is that the TV ads should be telecasted in a right time. You may ask me “what is that?" Actually it means those hours in which most of people are watching TV. We all know that it is just a waste of time and money if an advertisement has no audience at all. According to the reason that I have mentioned, we should always remember to try our best to choose a right time for our ads now. The bigger the number of people who have watched our ads, the bigger the number of people who would buy our coffee because they will no more drink a coffee that they have never seen before than go to a place that they have never heard.
Advertise
• We all know the power of celebrity effect.The advertisement is a strong • attraction to the common.
Advantage： Caferoma can use product placement and brand endorsement to advertise itself to increase its brand awareness . Disadvantage: It needs to invest a large amount of capital material resources and labor po not only consider the price, we also should make some strategy. For example, If one person buy 10 cups of coffee, l think we should give one to two cups of coffee. We also can use the membership card system, if he or she has the VIP card, then he or she enjoy discounts. It is also a way to make the price lower.
Advantage: ①It can attract the customers , for example, KFC will push of some new products. Some people go to KFC only want to eat the new product. ②It adjusts to people’s quick life style and convenients people’ daily life. At the same time ,it is easily carried. ③An instant coffee or decaffeinated product has a low price. Disadvantages: ①It is no doubt that not only the taste of instant coffee or the decaffeinated product not as good as the ground coffee, but also it not benefits the people’ health
Price
Advertise
A New Product
• According to the survey,we can see that caferoma is old-fashioned but • has good quality and exclusive.so • we could use its brand as tools to • make new product.
Finally, we should send the ads to any places we can—— not only on televisions, but also on motorways, on buses and even on the walls of those shopping malls. Handing out the leaflet is another excellent way because it's cheap and easy. All that we need to do is design a pattern, print them out and ask some people to hand the leaflet out. According to my experience, this would never cost us a lot. When there are enough advertisements in the outside world, we don't need to worry about anything. We can just sit on our own chairs and waiting for the customers.
Caferoma
杜炜 王腾 李爱爱 王帆 杨素芳 刘梦梦
Introduction
Caferoma, a well known brand of coffee, is owned by the Pan European Food and Drink Company (PEFD), based in Turin, Italy. It is promoted as an exclusive ground coffee for gourmets. Its image is that of an Italian-style coffee. It has a strong fullbodied-style coffee. It has a strong full-bodied flavor and a slightly bitter taste. It costs more per 100 grams than almost every other ground coffee product on the supermarket shelves.