Assignment First

本篇个人陈述代写-星巴克的商业模式讲了乳品公司在一些国家被认为是一个快速发展的行业,而在另一些国家则被认为是一个相当成熟的行业。现在,在考虑与乳制品行业相关的饮料行业的战略时,像星巴克这样的公司不能只依赖于需求。收入预测将是稳定的,但企业必须把眼光放远,而不仅仅是满足消费者的口味。那些在澳大利亚咖啡饮料行业做得很好的公司已经明白了这一点,这也是竞争对手关注于为客户提供额外价值的原因,如忠诚度计划等。本篇个人陈述代写文章由美国第一论文 Assignment First辅导网整理,供大家参考阅读。

The Dairy company has been projected as an industry that is fast growing in some countries and quite matured in others. Now in considering strategies for beverage industry associated with the Diary industry, companies like Starbucks cannot rely on demand alone. Revenue projections would be stable, and yet companies have to look beyond just satisfying consume palate. Companies that are doing well in Australia in the coffee beverage industry already understand this and this is the reason that competitors focus on enabling extra value for customer like loyalty programs etc. Now the value proposition that is proposed in the business plan is an online to offline delivery service for coffee. Customers would be able to buy both their national flavours and Starbucks unique flavours. They can have them delivered at some fixed pick up locations. Existing customers would get cash back policies where they would be able to get a certain amount of their spending to use up on coffee again. They get a customer satisfaction guarantee where the customers are assured that their coffee will be hot. The quality would be similar to the one stored at the store or else they get a refund. The initiative is to study customer response and to improve the delivery services. The unique value added is terms as an “online to offline” service experience because although the customer orders the product online, they are given two options. Option 1 is to pick up coffee in store thus generating an offline experience for the customer. Option 2 is having the customer pick up at specific fixed points maintained by Starbucks as part of their sustainable routing strategy. Once again the customer has an offline experience.

In terms of feasibility, as studied in some reddit forums and others, it was argued that delivery styles for coffee and other beverages are usually not implemented by businesses because of how it could drive up costs (Reddit 2017). Fuel costs could be high, and it could lead to the situation where cost to customer increases. The overall setup is very unsustainable. However, Starbucks solves this problems by having delivery setup at strategic locations. At each of these locations, Starbucks would be able to connect drivers to an optimal route from a Starbucks shop. Starbucks will make use of drivers with bikes and bicycles and in the future, would aim to increase more bicycle deliveries to cut down on fuel. Much of the critique that Starbucks received in its first attempt in 2000 was that it did not understand Australia. Professor Paul Patterson, of University of New South Wales’ Business School, states that Starbucks did not understand the Australian consumer and that its misjudgement was what led to its failure. In his own words, “I don’t think it was much to do with the coffee, the problem was the brand. The Americans assumed that Australians would fall in love with an American brand and that just didn’t happen. Australians are not anti-American but they are anti arrogant American brands” (Brook 2016, p.10). Therefore, when Starbucks typically shows how much it is bent to create a convenient consumer experience, it would be able to evoke better sympathy with the Australian consumer.