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UNIVERSITAS INDONESIA
!MARKETING ANALYSIS ON STARBUCKS INDONESIA
(Analisa Pemasaran pada Starbucks Indonesia) !!!!NON MAKALAH !!!!!!!!!!!!
Written by: Ignatius Andhika Satrio Nuswantoro
1006805984 !Supervised by:
Nadia Andayani !!!FACULTY OF SOCIAL AND POLITICAL SCIENCE
COMMUNICATION MAJOR INTERNATIONAL PROGRAM !!
JAKARTA JUNE 2014
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
ABSTRACT
! Starbucks Indonesia will be the subject of the paper. The competition among coffee traders require analysis in order to u develop the marketing planning. The purpose of this paper is to examine Starbucks Indonesia environment by using SWOT, PESTLE and Marketing Mix theory. This paper will elaborate the overview about Starbucks Indonesia and the good situation inside the Starbucks Indonesia which is represented from the paper result. At the end, this paper recommends that Starbucks Indonesia should do some special program for Indonesia market and use the traditional identity from Indonesia, to make it closer to Indonesian community. !Keywords: Indonesia, Coffee, Coffee Shop, SWOT, PESTLE, Marketing Mix !
ABSTRAK ! Starbucks Indonesia akan dipergunakan sebagai subjek penelitian. Ketatnya persaingan dalam penjualan kopi memuntut adanya sebuah analisa untuk mengembangkan perencanaan pemasaran dan kampanye komunikasinya. Tujuan dari penelitian ini adalah untuk menguji lingkungan Starbucks Indonesia dengan menggunakan analisis “SWOT”, “PESTLE” dan “Marketing Mix”. Penelitian ini akan memberikan gambaran umum dari Starbucks Indonesia dan memaparkan kondisi Starbucks Indonesia yang stabil tercermin dari hasil penelitian. Penelitian ini juga menyarankan agar Starbucks Indonesia mengadakan program khusus untuk Indonesia dan menggunakan identitas tradisional Indonesia agar semakin dekat dengan pasar Indonesia. !Kata Kunci: Indonesia, Kopi, Kedai Kopi, SWOT, PESTLE, Marketing Mix !!!!!!!!!!!!!!!
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
PART I
INTRODUCTION
! In 1971, the first Starbucks store was opened in Seattle, Washington. The first Starbucks
store was located at 2000 Western Avenue and then it was relocated to 1912 Pike Place in
1971-1976. At that time Starbucks only sold coffee beans and brewing equipment as the main
products.
The success of Starbucks today begin when an entrepreneur named Howard Schultz
joined at 1982 as Director of Retail Operations and Marketing (Starbucks, 2008). He had a
brilliant idea for company to sell coffee and espresso drinks. Moreover, Starbucks got a big
success, which made people in Seattle become coffee crazy. After that Starbucks also opened
many stores inside and outside Seattle but still in USA market.
Back to 1990s, Starbucks started to reach world market, and Japan was the first outside
North America store. Not only Japan, but Starbucks also open the store in Korea, Mexico,
Russia, South Africa, and Indonesia. Moreover, the first Starbucks store in Indonesia was
opened in May 17th, 2002, in the hand of Mitra Adi Perkasa (MAP) who won the Master
License of Starbucks.
Today, Starbucks has more than 68 stores in Indonesia and Starbucks will always
continue to expand the business market across the Indonesia archipelago. Furthermore,
Starbucks already open the store not only in Jakarta, Bogor, Depok, Tangerang, and Bekasi
(Jabodetabek) but also in other big cities such as Bandung, Surabaya, Semarang, Yogyakarta,
and Bali. As usual Starbucks in Indonesia open in mall, airport, office, and other public areas.
According to Starbucks Indonesia Facebook Fan Page (2010), Starbucks Indonesia has
been serving Indonesian customer for more than 12 years since its first opening in 2002.
Started from a beautiful store in Plaza Indonesia, Jakarta and until now Starbucks has became
one of the Indonesia’s market leader in coffee store business. However, Starbucks Indonesia
still has many competitors in the market and it actually could lead some problem to occur.
In summary, Starbucks is a huge coffee sensation that is really success on the world
market. Moreover, it also happened in Indonesia since its first debut in 2002. However, the
researcher sees that Starbucks Indonesia still has a big question on “How Starbucks Indonesia
could maintain their existence as a coffee store market leader, against the new competitors and
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
new competitions in the Indonesian market?” and through this study, the researcher will try to
come up with some recommendations that could be used to solve the problem.
1.1 Corporate Direction
In general, Starbucks mission is to inspire and nurture the human spirit – one
person, one cup and one neighbourhood at a time; furthermore, Starbucks also has a
mission in term of Environmental that is committed to a role of environmental
leadership in all facets of Starbucks business (Starbucks, 2010). Moreover, according to
Starbucks Global (2011), Starbucks also has some basic principles to support its
company mission:
(a) Our Coffee: It has always been, and will always be, about quality. Starbucks is
passionate about ethically sourcing the finest coffee beans, roasting them with great
care, and improving the lives of people who grow them. Starbucks cares deeply
about all of this; their work is never done.
(b) Our Partners: Starbucks is called partners, because it is not just a job, it is their
passion. Together, Starbucks embraces diversity to create a place where each of us
can be our self. Starbucks always treats each other with respect and dignity. And
Starbucks holds each other to that standard.
(c) Our Customers: When Starbucks is fully engaged, Starbucks connect with, laugh
with, and uplift the lives of Starbucks customers – even if just for a few moments.
Sure, it starts with the promise of a perfectly made beverage, but Starbucks work
goes far beyond that. It is really about human connection.
(d) Our Stores: When Starbucks customers feel this sense of belonging, Starbucks
stores become a haven, a break from the worries outside, a place where you can
meet with friends. It is about enjoyment at the speed of life – sometimes slow and
savoured, sometimes faster. Always full of humanity.
(e) Our Neighbourhood: Every store is part of a community, and Starbucks takes our
responsibility to be good neighbours seriously. Starbucks wants to be invited in
wherever Starbucks does business. Starbucks can be a force for positive action –
bringing together Starbucks partners, customers, and the community to contribute
every day. Now Starbucks sees that their responsibility – and Starbucks potential for
good – is even larger. The world is looking to Starbucks to set the new standard, yet
again. Starbucks will lead.
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
(f) Our Shareholders: Starbucks knows that as they deliver in each of these areas,
Starbucks enjoys the kind of success that rewards their shareholders. Starbucks is
fully accountable to get each of these elements right so that Starbucks – and
everyone it touches – can endure and thrive.
Beside that, Starbucks has some commitments to fulfil their mission and
encourage their success in international market and in each country market:
(a) Understanding of environmental issues and sharing information with our
partners.
(b) Developing innovative and flexible solutions to bring about change.
(c) Striving to buy, sell and use environmentally friendly products.
(d) Recognising that fiscal responsibility is essential to our environmental future.
(e) Instilling environmental responsibility as a corporate value.
(f) Measuring and monitoring Starbucks progress for each project.
(g) Encouraging all partners to share in Starbucks mission.
In the other case, Starbucks Global (2011) elaborates about the concept of
Starbucks responsibility on some vital parts in their business unit and for the
success movement, such as:
(a) Community: As good neighbours Starbucks gets involved with local efforts to
bring people together and create positive change whenever Starbucks can.
(b) Environment: Starbucks is finding ways to minimise the environmental
footprint, tackle climate change, and inspire others to do the same.
(c) Ethical sourcing: Starbucks is committed to buying and serving the highest-
quality, responsibly grown, ethically traded coffee to help create a better
future for farmers.
(d) Wellness: Starbucks dedication to wellness means supporting policies and
efforts to improve the health of our communities in addition to offering
balanced food and beverage options to the customers.
(e) Diversity: By welcoming a diversity of people and ideas to their business,
Starbucks creates more opportunities for learning and success that benefit
customers, partners (employees) and suppliers.
!!!
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
1.2 Inside The Starbucks
1.2.1 Corporate
Starbucks Company is one of top company since Starbucks first
movement in 1990s era, which has many stores and branches in Indonesia and
all around the world. Moreover, Starbucks really concerns on quality terms, not
only about coffee or other product, but also concerns on quality of workers,
baristas, and work atmosphere. Starbucks Global (2008) refers to its workers as
a partner and it does successfully creating good work atmosphere on each
store, furthermore to some extent, it also affects on customers who come to
Starbucks.
Starbucks’s good work atmosphere is actually a reflection from the
Starbucks mission statement, in which it is implemented on the five Starbucks
value, those are be welcoming, be genuine, be considerate, be knowledgeable,
and be involved. Moreover, the all five Starbucks values encouraging good
performances for Starbucks partners.
Talking about Starbucks partner, the company actually has several
required criteria for each potential candidate who want to joint in the company
(Starbucks Indonesia, 2008). The specific requirement for Starbucks Indonesia
is completing six semesters on the bachelor degree (part-time) or just graduate
from bachelor degree (full-time). Beside that, the candidate has to join and pass
coffee seminar and training, also English linguistic ability for unspoken
English countries.
Starbucks company also allowed customers to share their idea for
Starbucks development. All idea of customers are collected on http://
mystarbucksidea.force.com/. Some ideas come up like new beverages, in store
entertainment, or certain social and commercial programs. After all, the most
voted idea will be the recommendation for the next Starbucks innovation.
1.2.2 Product and Brand
Starbucks main products are coffee beans, coffee drinks, brewing
equipment, and almost all people in the world know that. It shows the positive
brand awareness of people toward Starbucks, in the other word, people have
big awareness on Starbucks. Some of Starbucks beverages are very well known
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
and become legend among the coffee beverages such as Caramel Macchiato,
Frappuccino, and other more.
Another case on Starbucks is about coffee beans production. It comes
from many coffee plant countries in the world, for examples: Brazil, Vietnam,
Columbia, and Indonesia (Starbucks Global, 2011). Besides that case,
Starbucks customers also concern about price of the product, and in general
they accept it. However, Starbucks still has to think it again for Indonesian
market. In summary, the all Starbucks products have a good quality, well
recognised by the people, and it is a very good opportunity for Starbucks
movement.
1.2.3 Customers and Market Review
(a) Market Demographics
Geographic
Targeted area for Starbucks Indonesia is people or societies in Indonesia,
especially people who live in big cities.
Demographics
- Age : According to Abplannalp (2007), there is no
specific age category
- Gender : Male and female
- Marital Status : Single or married
- Income : 1.000.000 rupiahs and above per month
- Occupation : Students and workers
Behavior Factors
- Customers enjoy refreshing outside their home, such as go to certain
place
- Customers like to enjoy coffee in certain place such as in café
- Customers tend to enjoy coffee along with listening music and reading
books, magazines, or newspapers
- Customers enjoy gathering with friends or relatives in café
- Customers have modern lifestyles that includes some recreation at
least once a week
!!
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
(b) Market Needs
In general, customers want Starbucks Indonesia to fulfil the following
important things:
- High quality coffee
- Appropriate price of coffee products
- Well-designed store and facility
- Free Wi-Fi service
- Eco-friendly products
(c) Market Trends
People in big cities like to go outside their home looking for the place
for refreshing and they also like to gather in café to chitchat. Moreover,
nowadays most of people in big cities like to use notebook or laptop for
browsing along with enjoy drinking or eating something.
(d) Market Growth
- Growth of Indonesia economical condition
- Growth of restaurants business in Indonesia
- Growth of coffee café in Indonesia (new competitors)
(e) Competitors Review
There are two kinds of competitors, first one is direct competitor and
indirect competitor, and in fact Starbucks Indonesia has both of them.
Starbucks Indonesia direct competitors are:
International competitors
- McDonalds: International famous fried chicken fast food and
become the biggest brand from USA.
- Dunkin Donuts: International famous doughnuts, sandwich, coffee
beverages, and chocolate beverages brand from Massachusetts,
USA.
- Krispy Kreme Doughnuts: International famous doughnuts store
and now also sell coffee drink, originally from California, USA.
Indonesia national competitors
- Kopi Luwak
- J-Co
- Excelso
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
- Coffee Bean
- Coffee Toffee
- Embargo
Local competitors
- Progo Coffee: Located in Bandung, West Java, Indonesia
- Banaran Coffee: Located in Ambarawa, Central Java, Indonesia
Indirect competitors
- Solaria: An Asian and traditional Indonesian food restaurant
- Pizza Hut: An International Pizza restaurant.
- Hoka-hoka Bento: A Japanese food restaurant.
!!!!!!!!!!!!!!!!!!!!!!!!
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
PART II
THEORETICAL FRAMEWORK ! In order to determine the best possible marketing planning and strategy, every company
must have the situation analysis as the benchmark to be considered (Luther, 2011). Generally,
the situation analysis for a marketing analysis should covers two aspects of company
environments, the internal and external analysis, in which also known as SWOT analysis
(Blythe, 2006). Internal analysis of a company examines the strengths and its weaknesses,
whereas the external could help a company to spot the opportunities and threats in the market.
Besides that, the deeper understanding towards the internal and external situation could also
be examined through PESTLE analysis and Marketing Mix (Malhorta, 2010). In this case,
PESTLE will help the company to draw the big picture of certain targeted market or country
in general. Hence, the Marketing mix analysis will be the guidance for a company to
determine the right strategy in general (Sheehan, 2011).
2.1 SWOT
Armstrong, Kotler, and Saunders (1999) explain that SWOT could help a
company to determine every strength, weakness, opportunity, and threat points as a
strategic audit. The strengths and weaknesses in the SWOT analysis would not list all of
the good and bad things of the company, otherwise a company should be able to spot the
good strength points and bad points which related to certain condition or strategy
benchmark. By successfully defining the strengths, weaknesses and strategy benchmark,
a company could use those attributes as the filters to shortlist the opportunities provided
by the market, as well as aware towards the threats from competitors, trends, or market
situation in general.
2.2 PESTLE
One of the most popular analysis to understand the external market is PESTLE,
because it covers some important elements, such as: Political, Economic, Social,
Technology, and Environtment understanding. Besides that, PESTLE analysis is a
strategy that could help a company to understand the market situation, market
development, and the trend (Houben, Lenie & Vanhoof, 1999). Lancaste and Raynolds
(2013) elaborate that PESTLE analysis also become the fundamental macro-
environmental understanding for every marketing planning strategy to have a strong
framework towards the 360 degrees of life aspects. Moreover, PESTLE analysis could
also be a good informations for a company to be aware of the political situation or
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
market situation in general, in which it could help to build a good marketing planning
strategically and operationally.
2.3 Marketing Mix
Marketing mix is one of the popular marketing strategies that is suitable for
almost all marketing case. Armstrong, Kotler and Saunders (1999) describes marketing
mix as a important step to develop a strong idea in modern marketing. Besides that,
marketing mix is also a set of tactical marketing tools that could build good perceptions
and actions towards the targeted customers. Marketing mix consist of four variables of
marketing, which also known as ‘four Ps’ or Product, Place, Price, Promotion and
sometimes distribution is included (Chris, 2009). In their book, Armstrong, Kotler and
Saunders (1999) refer that product is basically anything that is offered by the company
to its customer. Every company will make a decision on the money value of each
product marketed, in which known as price. The next variable is place, which referred
as location where the product will be marketed. All of three variables mentioned will
not work perfectly without the support from promotion as the important action variable
that will define the strategy to make the customer aware and purchase the product
(Russel, 2010).
!!!!!!!!!!!!!!!!!
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
PART III
RESULT AND DISCUSSION
!!
3.1 PESTLE Analysis
3.1.1 Politic
Political stability is an important condition for a country, in which it can
influence almost all life aspects, especially for economy aspect. Today, there is
no political event that is really important in Indonesia. Nevertheless, the
Barack Obama bilateral visit as the president of United State of America on
November 2010 led some trend occurs, for the example America fever.
America fever gives some positive impacts on USA brands that are
marketed in Indonesia, because the Barack Obama bilateral visit success on
creating Indonesian awareness toward almost all USA stuffs, for the example is
USA brands. Furthermore, It is really a rare and extraordinary opportunity for
Starbucks Indonesia as one of US brand to gain customers also more awareness
on Starbucks.
3.1.2 Economy
Indonesia is rich a country, which has some diversity in it, such as
cultural diversity, religion diversity, and racial diversity. Nevertheless,
Indonesia also recognizes economical diversity, which means diversity in the
economical condition. In the other words, it is talking about high-middle
condition and middle-low condition. In fact, the majority of Indonesia is in
middle-low economical condition; it affects on people purchasing power.
Therefore, almost all Starbucks Indonesia customers come from high-middle
people and commonly they recognize Starbucks as premium coffee brand. In
the end, it is good opportunity for Starbucks Indonesia to stay longer in
Indonesia market.
3.1.3 Social and Cultural
Today, Indonesia is in inequality condition; the numbers of middle-low
people are bigger than high-middle people and sometimes that condition leads
a social problem called social gap or social inequality happens. Nevertheless,
the numbers of high-middle people in Indonesia are not that small. As we can
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
see in the big cities, a lot of people like to go shopping and spend their money;
it is known as consumerism trend in Indonesian society. So that, Starbucks
Indonesia does not need to worry about the social condition in Indonesia,
because Starbucks Indonesia still has many customers and potential customers
from the high-middle people.
In the other case, people in Indonesia have a tradition to drink coffee in
the morning or in the daily life activities. The other current tradition in
Indonesia is hanged out together with friends or family in café or restaurant. In
the end, the Indonesia social condition is appropriate to Starbucks market as a
international premium brand of coffee drink.
3.1.4 Technology
Technological factors have to be considered by Starbucks Indonesia,
because Starbucks Indonesia customers come from high-middle people and
most of them are technology literacy people. Today, customers prefer to choose
a store or café that has free Internet or free Wi-Fi service, so they can browsing
or do their work while enjoying their beverage and food. Beside that, new
technology in payment methods such as flash card, debit card, and credit are
also important to be provided in store. Not only that, another technology stuffs
like entertainment in store and modern coffee machine also important for
Starbucks Indonesia; furthermore, it can build positive images and customer
awareness toward Starbucks Indonesia. And until now, Starbucks has success
on fulfilling all the customers technological needs.
3.1.5 Legal
An Indonesian Law that can be related to the Starbucks Indonesia
problem here is the Law Number 8 year 1999 (UU No. 8 tahun 1999) about
Consumer Protection. The consumer protection law concerns on rights and
obligations of consumer and business subject. In general, the business subjects
have to concern on all aspects of consumer need and prohibit them to do wrong
or bad. Moreover, the consumer protection law should be a guideline for
Starbucks Indonesia to get more success in Indonesia market.
3.1.6 Environment
Nowadays, focus of environmental issue is still in global warming and
climate change problem. It requires all companies in all work-field to create
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
and use eco-friendly product. In fact, Starbucks has been doing an eco-friendly
program since couple years ago and it called StarbucksTM Shared PlanetTM,
Starbucks is trying to develop more environmentally friendly cups and working
hard to expand recycling program in an effort to reduce the waste Starbucks
creates; customer can use tumbler and Starbucks will give 3.000,00 rupiahs
discount. Beside that, Starbucks also concerns on energy saving, water
conservation, and green building. In the end, StarbucksTM Shared PlanetTM is
still running and it will always support the environment better condition.
3.2 Marketing Mix
3.2.1 Product
Starbucks Indonesia offers product with highest quality of coffee in diver
beverages variant, and it is offered to satisfy the customers. To the customer
who does not like coffee, Starbucks Indonesia also provided variants of Tazo
Tea and orange juice. In order to get high quality on services, Starbucks
company regularly train the barista. Besides that, Starbucks also has fresh food
that can accompany beverages order; brewing machine; also authentic
Starbucks merchandise. And just for recommendation, Starbucks can produce
mug or tumbler with batik ornament or other traditional ornament on it.
3.2.2 Price
Starbucks will give an assurance to the quality of its product and
services. Based on that, price will be set appropriate with the quality and region
economical condition. For the example, prices of all beverages and food in
Starbucks Paragon Semarang are 5000 rupiahs lower than in Jakarta or
Bandung. Moreover, customer will pay the money in proportion to the value
that they get and customer will get benefit higher than the cost they spend.
3.2.3 Place
Starbucks Indonesia strategic place and easy to get for the comfort of
customers. It is located near to office, school, and airport. But, Starbucks
Indonesia has to pay attention more in the stores that located too close each
other. For the examples are Starbucks stores in the Grand Indonesia Mall,
Starbucks stores in Central Park Mall, and Starbucks Stores in terminal 2
Soekarno-Hatta International Airport.
!Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
3.2.4 Distribution
PT. Mitra Adi Perkasa (MAP) is the only one agent for Starbucks in
Indonesia market. In the other words, MAP has the original license from
Starbucks company for Indonesia market. After that, MAP will offer the
Starbucks franchise or retailing it.
3.3 SWOT Analysis
3.3.1 Strengths
• Well-recognized Brand
The Starbucks coffee brand is the most well recognized coffee brand in the
world also for the Indonesia market. With its strong brand awareness from
its consumer, Starbucks even has its own loyal consumers.
• Branches Everywhere
The expansion of so-called blanketing the area with stores proven to be
succeeded and has made this coffee shop ubiquitous and has increased the
level of satisfaction of its consumers.
• Attractive, Comfortable and Entertaining Stores
Well-equipped with comfortable chairs, wireless internet connections, and
even selection of music, make Starbucks as one of the cosiest hangout place
for having a discussion with friends, searching for inspiration a and even
rendezvous spot.
• Innovative Ways to Attract Consumers
Innovations on its products including Technology Innovations, ex:
Starbucks Express, new varieties of coffee and pastries each month and also
have a special service such as the ability to burn your own music CD from
the sample online music you hear in the counter.
• Starbucks was one of the Fortune Top 100 Companies to Work For in 2010.
The company is a respected employer that values its workforce (Fortune,
2010).
• They have strong ethical values and an ethical mission statement as follows
such as committed to a role of environmental leadership in all facets of
Starbucks business.
!!
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
3.3.2 Weaknesses
• Expensive Price
Being positioned as a premium coffee brand, an average price of a cup of
Starbucks coffee is considerably expensive. 30.000,00 rupiahs in averages
for a cup of coffee will make its price-sensitive buyer will look for other
brand that is cheaper but offer the same value (ex: Coffee Bean, Kopi
Luwak, Excelso, Embargo, Coffee Toffee, J-Co).
• High Employee Turnover: Part time job and to many employees.
Nowadays, working in Starbucks has not been the greatest experience ever
again. Since the pay of the workers doesn’t come close with the daily
workload they have to handle. This thing wills also affecting on Starbucks
reputation. With their premium brand positioning, they supposed to have
delivered its employee a better salary.
3.3.3 Opportunities
• Opening new stores in some cities in Indonesia
Local investors interest to open Starbucks store in their own city, because
Starbucks has good prospect in business.
• Joint Venture with the other well-known brand.
3.3.4 Threats
• Target of terrorism, as a symbol of free-market capitalism; besides that,
Starbucks is originally from USA and it is sensitive for some community in
Indonesia
• Self-cannibalism: because so many stores close together. For the examples:
There 2 Starbucks stores in Grand Indonesia Mall, also 2 stores in Central
Park Mall.
• New entrants and “same level” competitors in the market.
!!!!!!!
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
PART IV
CONCLUSION AND RECOMMENDATION
! In the introduction part, the researcher mentions a questions about Starbucks Indonesia
on “How Starbucks Indonesia maintain their existence as a coffee store market leader, the
emergence of new competitors and new competitions in the Indonesian market?” and in fact
all the findings above show that Starbucks has been very success brand in Indonesia which it
actually became a really good sign to easily answer the question. However, to be always in the
top, Starbucks Indonesia actually only need some extra strategy to make people pay more
attention toward Starbucks Indonesia. In the end, the researcher comes up with some
recommendation and suggestions for Starbucks Indonesia to be always sit on the top of the
competition:
(a) Special Program for Indonesia
Actually, almost all Starbucks events and promotions today are issued from Starbucks
USA. In fact, Starbucks Indonesia customers enjoy it, but sometimes customers tired on it,
and need something that more traditional or feels like in own home. Furthermore, Starbucks
can use some national moments to do their promotions such as up size, redemption card,
voucher. And the examples of national moments like national Independence Day, national
batik day, and other more.
(b) Use Traditional Identity
Starbucks Indonesia can add some Indonesia traditional icons on the store decoration or
placed on other things. Batik is the simple way to done with it, moreover Starbucks Indonesia
can add batik pattern on the baristas clothes or it can be ornaments in the wall. All of them can
make the customer give attention more to Starbucks Indonesia because Starbucks is also a
part of Indonesia.
!!!!!!!
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
!ACADEMIC REFERENCES
!Abplanalp, C. (2007). Starbucks: A Trend in Action. [online] Retrieved from: http://
www.radford.edu/~cabplanal/academic_course_work_files/Starbucks%20Case%20Study
%20-%20Presenters.pdf [Accessed on 01/02/2011 at 17:43].
Armstrong, G., Kotler, P. & Saunders, J. (1999). Principles of Marketing. New Jersey:
Prentice Hall Inc.
Blythe, Jim. (2006). Marketing. London: SAGE Publications.
Chris, H. (2009). Marketing: A Critical Introduction. London: SAGE Publications.
Fortune (2010). 100 Best Company to Work For. [online] Retrieved from: http://
money.cnn.com/magazines/fortune/bestcompanies/2010/full_list/ [Accessed on 01/02/2011
at 03:04].
Houben, G., Lenie, K. & Vanhoof, K. (1999). A knowledge-based swot-analysis system as an
instrument for strategic planning in small and medium sized enterprises. Decision Support
Systems, 26 (2), pp. 125–135.
Lancaste, G. & Reynolds, P. (2013). Marketing: The One-Semester Introduction. London:
Taylor and Francis.
Luther, W. (2011). The Marketing Plan: How to Prepare and Implement It. New York:
AMACOM.
Malhorta, N. (2010). Review of Marketing Research. New York: Sharpe.
Russel, E. (2010). The Fundamentals of Marketing. Lausanne: AVA Academia.
Sheehan, B. (2011). Marketing Management. Switzerland: AVA Pub.
!!!!!!!!!!
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
NON-ACADEMIC REFERENCES
!Starbucks (2008). A Brief History of Starbucks. [online] Retrieved from: http://
www.starbucks.co.id/en-US/_About+Starbucks/History+of+Starbucks.htm [Accessed on
30/12/2010 at 16:22].
Starbucks (2010). Starbucks Company Profile. [online] Retrieved from: http://
assets.starbucks.com/assets/company-profile-feb10.pdf [Accessed on 12/28/2010 at 14:40].
Starbucks (2011). Our Starbucks Mission Statement. [online] Retrieved from: http://
www.starbucks.com/about-us/company-information/mission-statement [Accessed on
12/31/2010 at 13:20].
Starbucks Global (2008). Become a Starbucks partner. [online] Retrieved from: http://
www.starbucks.co.id/en-US/_About+Starbucks/Job+Center.htm [Accessed on 01/03/2011
at 17:47].
Starbucks Global (2011). Being a Responsible Company. [online] Retrieved from: http://
www.starbucks.com/responsibility [accessed on 12/31/2010 at 15:01].
Starbucks Global (2011). Coffee Whole Blend. [online] Rerieved from: http://
www.starbucks.com/coffee [Accessed on 01/01/2011 at 11:43].
Starbucks Indonesia (2008). Full time and part time barista. [online] Retrieved from: http://
www.starbucks.co.id/en-US/_About+Starbucks/_Job+Center/manager1.html [Accessed on
01/03/2011 at 18:02].
Starbucks Indonesia (2010). Info about Starbucks Indonesia. [online] Retrieved from: http://
www.facebook.com/StarbucksIndonesia#!/StarbucksIndonesia?v=info [Accessed on
12/31/2010 at 00:04].
Marketing analysis…, Ignatius Andhika Satrio Nuswantoro, FISIP UI, 2014
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