MARKETING STRATEGY

SEGMENT & TARGETING

Every age group.

Tech savvy individuals.
Men and women.
High disposable income.
Brand focused

POSITIONING
Starbucks has positioned itself as an upscale
brand which provide rich experience.

It is obvious from the mission statement that

they are trying to make it the best for
socializing.

Starbucks is trying to reposition itself as a

third place for its customers

PRODUCT
Coffee: More than 30 blends and premium coffees.
Handcrafted Beverages: Fresh-brewed coffee, hot
and iced espresso beverages, Frappuccino, smoothies
and Tazo teas.
Fresh Food: Baked pastries, sandwiches, salads,
oatmeal, yogurt parfaits and fruit cups.
Merchandise: Coffee- and tea-brewing equipment,
mugs and accessories, packaged goods, music, books
and gifts

PRICE
Premium price.
Prices range from $1.00-$4.20 for
drinks which is higher than any other
retailers.

Starbucks is more expensive when

compared to quick-service restaurants

PLACE
Distributed directly to customers through own retail stores
and retail partners.

Located in high-traffic, high-visibility locations, focusing on

pedestrian consumers.

Company also focus on drive-thru retail stores for the

convenience of non-pedestrian consumers

PROMOTION

COMPETITION

PARTNERSHIPS
Starbucks agreed to a
partnership with APPLE
to collaborate on selling
music as part of the
coffeehouse
experience.
Starbucks announced a
new partnership with
Arizona State
University to allow
starbucks employees to
complete 4 years of
college at ASU.

ENVIRONMENTAL IMPACT
In 1991,Starbucks
started Grounds
for your Garden.

In 2004,Starbucks
reduced the size of
their paper napkins
and store garbage
bags.

 In 2008,Starbucks was
ranked No.15 on the
U.S Environmental
Protection Agencys
list.

In October 2008,the
Sun Newspaper
reported starbucks
wasting 23.4 million
litres of water a day.

RECYCLING
In 2006,Starbucks
began using 10%
recycled paper in its
beverage cups.

ALLEN
HERSHKOWITZ of
the natural
resources defense
council called the
10% content
Minuscule.

CONCLUSION
As a closing note, Starbucks marketing strategy
has always been aligning company objectives with
customer experience.
They continue to dominate the market by excelling
in customer service and top quality products.
As Starbucks prepares to expand and enter into
new fiscal years, they must remain confident.
Starbucks is a market leader in their industry and in
the coffee house industry.

AIR ASIA

INTRODUCTION
AirAsia is a Malaysian low cost airline.
AirAsia was founded in December 1993 and commenced operations
in November 1996.
Headquarted at Kuala Lumpur International Airport.
Tony Fernandes is the Director and co-founder.
Fleet Size-188.
Operates to 100 destinations.

AirAsia India
AirAsia India was founded in March 2013 and commenced operations
in June 2014.
It is headquarted in Chennai.
Operates to five destinations.

SERVICES

Hi Flyer Program.
AirAsia Red Carpet.
Web Check in.
Bookings Online & Mobile App.
Cargo & Courier services.

ON BOARD FACILITIES
Food and Beverages.
AirAsia Official Merchandise.
AirAsia Flatbed Seats.
Duty-Free shopping.

CUSTOMER CARE

Telephonic Assistance.

Online Complaint Register.

DESTINATIONS
BUSINESS PROCESS AND OPERATION
SWOT ANALYSIS

DESTINATIONS
AirAsia currently operates more than 142 routes
to 78 destinations, with over 400daily flights.

SUBSIDIARIES

AirAsia India
Indonesia AirAsia
Thai AirAsia
Philippines AirAsia
AirAsia X
AirAsia Japan

AirAsia Zest

BUSINESS PROCESS AND OPERATION

To book a flight with AirAsia, customers can choose

the following channels
1. Call centre
2. Sales office and airport sales counter
3. Authorized travel agents
4. Mobile booking via mobile.airasia.com or
5. Online (http://www.airasia.com)

Welcome to Air Asia Internet

Homepage!

AirAsia Electronic
Ticket Ordering
Process

SWOT ANALYSIS
Strengths

Low operational and

maintenance cost
Low operating cost
Strong management team
consists of industry
experts and ex-top
government officials
Multi-skilled and welltrained staff
Low cost airlines

Weaknesses

Service resource is limited

Huge investment
Rising fuel price
The flight times are more
or less limited to 2.5
hours. So they cannot
operate flights of longer
duration without any Frill

Opportunities

Low fares offered by Air

Asia are encouraging
people to fly
Airbus A320 would
encourage greater
passenger capacity
With the commitment in
ensuring the security of
staff and customers,
customer will have more
confident to fly via
AirAsia

Threats

Entrance of other low cost

couriers
Full service airlines has
stared to cut the costs to
compete
Aviation regulation and
government policy
Accident and disaster
affect customer confidence

BIBLIOGRAPHY
CBN, Coffee Talk, accessed June 18, 2011
http://www.cbn.com/health/NaturalHealth/coffee.asp
Espresso & Coffee Guide, accessed July 5,2011
http://www.espressocoffeeguide.com/2011/06/Starbucks-ca
nada-2011/
Starbucks, About Us, accessed June 15, 2011
www.Starbucks.com/about-us

BIBLIOGRAPHY
https://en.wikipedia.org/wiki/AirAsia
http://
www.airasia.com/in/en/about-us/hi-we-are-airasia.pa
ge
http://www.airasia.com/ask/template.do?id=43

THANK YOU