Contents
EXECUTIVE SUMMARY 2- MARKETING STRATEGY 2
- STARBUCKS 3
- 1. Unique marketing strategy 3
- 2. Product quality 3
- 3. Comfortable environment 3
- 4. Customer satisfaction 3
- 5. The Starbucks community 4
- 6. Innovation 4
- 7. Brand Marketing 4
- CAFFE NERO 5
- CAFFE NERO’S USP 5
- CAFFE NERO’S TARGET MARKET 5
- CRITICAL ANALYSIS BETWEEN THE TWO COMPANIES 6
- REFERENCES 7
Description
Among the many cafes that have opened up in the United Kingdom the top three names remain Costa Coffee, Caffe Nero and Starbucks. This assignment is a review and critical analysis on the marketing strategies that have been utilized by both Starbucks and Caffe Nero. This assignment begins with a general on what marketing strategies are and their importance. After that the marketing strategies being used by both Starbucks and Caffe Nero have been discussed. Finally a critical analysis is given on the two companies.
Starbucks portrays itself as a high quality coffee for the high class and is priced slightly higher than the coffee of Caffe Nero. It stays true to its American originality and emphasizes solely on its wide range of coffee drinks with only a few snacks and desserts. Apart from that, Starbucks distinguishes itself from other cafes by providing a very comfortable atmosphere with facilities like Wi-Fi so their customers can enjoy surfing the web while drinking their coffee.
On the other hand Caffe Nero emphasizes on its Italian blend and portrays itself as not only a café but also a bar and restaurant. It has quite an extensive menu with a variety of popular Italian dishes. Due to this many people visit Caffe Nero to have meals rather than just a cup of coffee. They have brought a pure European vibe to their cafes thus remaining true to their originality. For the convenience of their customers and to add to their attracting they have also launched loyalty cards.
