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Repositioning Starbucks through a New Packaging Strategy

   

Added on  2019-12-04

12 Pages2674 Words173 ViewsType: 173
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BRAND TRANSFORMATIONPLAN
Repositioning Starbucks through a New Packaging Strategy_1

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1SWOT Analysis...........................................................................................................................1Drivers of brand choice...............................................................................................................2Market space and Audiences.......................................................................................................3Segmentation...............................................................................................................................4Strategic direction........................................................................................................................5Communication plan....................................................................................................................7CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................9
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LIST OF FIGURESFigure 1Positioning of Starbucks....................................................................................................5Figure 2Red Cup Evaluation of Starbucks......................................................................................6
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INTRODUCTIONAt the time of any type of challenges faced by the organizations, they often choose torebrand. The firms use to rebrand when they seek to refresh, reposition or grow their brand.Some of the major goals for attaining rebranding strategies are to reduce the employee attritionwithin the company as well as entering into new geo-or vertical markets. The present study isbased on the case scenario of Starbucks which is an American Coffee company as well ascoffeehouse chain (McDonald, 2002). It is operating in more than 234,501 locations with theirlavishing services as well as high class taste. They are serving their services worldwide therebyenhancing the trust level of their customers. Due to the increasing competition, there are severalproblems faced by company in which one of their major problems is related to the Persecution. Ithas been founded that in past years, Starbucks has decided to have plain red holiday cups, insteadof their more traditional Christmas-themed and decorated cups. Company has also claimed thatthey are making this change just to bring a sense of simplicity and peace to the holidays (CEO,2004). This was the biggest controversy through which Starbucks have gone through and it alsoleads to fall in their negative brand identity in the mind set of customers. In this particular context, the present report is being formed just to produce a brandtransformation plan for this real world business problem. Further, appropriate strategic directionfor the company is going to be presented by defining a new brand value proposition as well as arelevant brand identity. SWOT AnalysisIt is one of the most effective and useful techniques for understanding the brand’sstrengths as well as weaknesses. With the help of this, they can also identify the opportunitiesopen to them and threats they are facing (Simkin, 2002). They can find out the solution for theirreal world business problem and easily evaluate the best brand value proposition with the same. Strengths:Strong market position as well as global brand recognition High quality servicesLocation and aesthetic appeal of stores Positive brand imageCustomer Loyalty Diverse product mix1
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