Struck stores, and even with some supermarkets, bookstores and other cross-industry alliance , to seek to co- shop opened. In general, he price of Struck coffee and other similar class competitors fairly . In 1987, Howard Schultz took over Struck coffee throughout the United States and expansion . Decade, the company’s revenue has grown rapidly from about 10 to 1300 million U. S. Dollars .
In 2007, the coffee company earnings of approximately $ 940 million in worldwide stores.The report will be published Struck mission , products, partners, customers , stores , neighbors and the environment. Coffee companies can use Porter’s five forces analysis of industrial structure . The core competitiveness of the company, such as products, social, environmental and economic responsibility and human resources organization and use Porter’s generic strategies to gain competitive advantage from three points can be explained. In addition, this report will provide the recommended strategies and predict the possible negative recommendations will lead to the potential consequences .
Business Strategy Cost leadership It is in any market leadership – low cost competitive advantage , to lower production costs for many , in the case of Struck , the product quality is excellent , so their products are relatively high cost to their other competitive opponents. Recent mill point , McDonald’s offers half-price alternative to Struck . In today’s economic environment, many people are looking for every possible cut spending , so the Struck merchandise squeezed out.Cost strategy usually work best when there is a price competitive rivals , in the previous actions can be successfully put to work . If there is little product differentiation and supplies are readily available from several suppliers, the company can buy in bulk ( for example , the entire production ) at a discounted price, the lower the costs and choose to lower retail prices ( price imputation ) to increase market share or keep prices and increase profits. This is provided by a local manufacturer of small to medium- large food retailers making a common strategy .The greatest risk to pursue low-cost strategy is that it is very easy to direct competitors to follow suit , to reduce costs is not unique, are readily available, given the same level of investment to lower the costs .
In a relatively fair competitive environment to keep ahead of the competition is to introduce one of the ways through the introduction of lean manufacturing techniques. Differentiation Differentiate products in the classic form , existing customers begin to differentiate , highlighting the advantages of their products .Struck hopes its customers and potential customers can not detect them as have a positive impact on the world of the company. This is Struck marketing concept used to strengthen its marketing strategy differential methods.
Practical way to know is that in the face of McDonald’s, ” No one makes a latte like Struck ” activities. Differentiation strategy is appropriate target audience is not sensitive to price competition in the market or a treated or customers have very specific requirements , which may be undeserved .In any case , your company needs to have unique resources and capabilities to enable it to meet these needs the way , but difficult to duplicate. Such resources or capabilities may include patents or other intellectual property , the unique technical expertise , talented staff , and innovative processes. In addition, companies can invest in brand management , resulting in increased perception of differentiated products , even in the actual product is the same as competitors ( such as Struck and Nikkei sneakers ) . This is fairly common fashion brand.Focus Focus is also known as ” niche ” strategy will focus on strategy.
If an organization can afford to buy a range of both cost leadership , nor is it a broad range of differentiation strategy, Struck uses a centralized differentiation strategy, providing customers with high perceived product / service advantages, the reasons for premium prices , usually selected market segments. For example , Struck is not actively selling the company through traditional means , but is almost entirely focused on word of mouth and critical alliances and partnerships senior marketing ND brand.Focus strategy to focus on niche markets . The company pursues a focused strategy has a deep understanding of the market and its customers’ unique needs. Therefore, they can develop a unique lower costs or differentiated products or services , this particular market.
These companies usually have a very strong brand , which have their customer loyalty, often monopolize the segment ( especially in smaller markets ) , less attractive to competitors , thereby reducing other special their customer base , products or services through specialization .