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Essay / Research Paper Abstract
This 4 page paper looks at the strategies that have been adopted by other firm when facing the problems that are currently faced by Starbucks. Strategies discussed include increasing loyalty, the running of promotions to increase demand for product, product development, lifecycle renewal and dealing with difficult issues. The bibliography cites 5 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEstratsim.rtf
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Unformatted sample text from the term paper:
issues face by Starbucks has been the change in the economy, with the lower level of disposable income impacting on the amount of goods purchased; decreasing the demand in line
with the expected patterns where the decrease occurs in an market that relies on discretionary spending (Nellis and Parker, 2006). One strategy used by supermarkets, such as Tesco, has
been the use of a loyalty scheme, this aims to increase the amount of the spends that customers make with themselves, it may not increase the market overall, but seeks
to shift the demand to themselves by giving the customers something back, in this case a 2% rebate on there shopping that can be redeemed at a later date (Gordon,
2010). The benefits are the increase in the direct level of spending as this is a strategy with direct results; there are also longer term benefits as the firm, using
the loyalty company is trying to impact the long-term behaviour and make shopping at the store a habit, which will benefit long-term sales (Kotler and Keller, 2008). The strategy is
credited with helping the firm increase sales and profits while other firms are suffering as a result of the recession, it is also help this will support the firm sales
in the long term. The difficult economic conditions have impacted on many firms. Another firm which has seen difficulties is that of Disney and the theme park resorts segment of
the company. Difficult economic conditions mean that there is a reduced demand for the holidays. Here the firm have adopted a strategy of offering promotions in order to stimulate demand,
with special promotions offering free meals, or additional days, the ability to offer value and the perceived approach of a reduced price.
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