For our Marketing unit, we were asked to create a business report advising Starbucks on their marketing strategy to develop their business in the UK in the next two years.
We had to conduct background research to find out what financial position they were previously in and where they are currently. We created a SWOT and PESTEL analysis to establish the stores strengths and weaknesses as well as their opportunities and threats. Finally, we had to create recommendations that we thought would improve sales and profits. In my recommendations I suggested re-imaging Starbuck’s stores, making them funky and fresh, yet still sophisticated. This way it would appeal to a younger target market as well as business men, which would in turn increase customer loyalty in the long run. Here are a couple of sketches that I drew as ideas for a new store image.
A new image for Starbucks
I thought that using a leopard print design for the sofas created a funky look for the store which would attract younger consumers. By also continuing to use the brand colours – black and green, keeps the store looking sophisticated yet fashionable – attracting a wider audience yet without losing their original customers. By improving the look of the store, they will gain more customers enabling them to satisfy consumer needs in order to make sure they keep returning to purchase hot beverages, therefore improving sales.
Just Jas 