¶ … Starbucks and Gloria Jeans in Singapore. The focus will be on the marketing elements of these two stores. For Starbucks, the store visited was in Raffles City. The Gloria Jeans was in Suntec City Galleria. The focus of the report will be on describing the elements of the marketing mix, including product, price and promotion. A table will be presented, and then there will be descriptions of the findings. Last, an analysis and conclusions will be presented about the marketing traits of these two coffee shop chains.
Reflective Journal
Starbucks. Exit the MRT and the Starbucks is visible right away. There is a counter in front and a large store with indoor seating area, and a door to the outside. This is a busy area, and there are a lot of customers both European and Asian. The colours have a lot of browns, and some bland, background art on the walls. The staff are friendly, and smiling. I ordered a grand mocha Frappuccino and sat down. The prices for most items are fairly high, much higher than for kopi ais, lah! Beverage is cold, sweet, not much coffee taste. The customers are mainly businesspeople, and maybe some tourists from the hotel. There are signs that promote the new Blonde Roast, and there are promotional displays for different beans that are on special. The counter where you order is cluttered with different things for sale. There is food, too, mostly pastries.
Gloria Jeans. This shop has a more open plan than the Starbucks, but again everything is very brown. Coffee-coloured, I guess. The counter is set back and I entered the store. There are fewer customers than at the Starbucks. I order a Mocha Chiller Cocoa Loco. It looks a lot like the Frappuccino I just had at Starbucks, dark brown and with whipped cream. Tastes sweeter. Quite expensive. The promotion here is similar to Starbucks, but with fewer signs. They also have displays of various items for impulse purchase. They promote Rainforest Alliance. Overall, the design seems similar to Starbucks, but maybe not as slick-looking. But a similar experience. Friendly, smiling staff here too.
Comparison Between Starbucks and Gloria Jeans
Starbucks
Gloria Jeans
Product
Coffee drinks
Frozen coffee drinks
Light snacks
Coffee beans...
Starbucks in India Identifying Global Opportunities Global Business Opportunities Starbucks is a global retailer of coffee, and is seeking new growth markets, since its largest markets (U.S., Canada, UK) are all mature. The company has nearly 20,000 stores (2011 Annual Report). The company has premium positioning in the market with its brand, logo and patents providing key intellectual property to expand globally. Potential Markets When looking for potential markets, Starbucks seeks the opportunity to license
Business Plans Marketing Plan and Evaluation The marketing plan should revolve around the marketing mix. The mix encompasses the four Ps of marketing, each of which will be addressed in turn in this business plan. The four Ps are product, price, place and promotion (NetMBA, 2010). With respect to product, the coffee shop will be a premium example of a coffee shop. Australia has an exceptional coffee culture, so good that it
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now