We are proposing a delivery service at one store located within the financial district of San Francisco. The selected store is struggling to make a profit each month. I need input as to suggested attributes to this type of service as well as identifying positioning and differentiation strategies.
This is an interesting concept. First, let us look at the attributes of this product:
- Time: If you have no time to get a coffee, you can order a coffee from this Starbucks. Often, when you go in line at Starbucks, there is often a very long line up, and people are ordering complicate drinks, so there could be a long wait. If you want coffee, you can call in advance, and have your favorite drink delivered to your office in a timely period
- Convenience: If you are stuck at your office waiting for a phone call, or finalizing a report and you are too busy to get coffee, you can call and have the drink delivered to your office
- Selection: Starbucks has a lot of different coffee and food options, so if you want lunch and a drink, you can have it delivered.
So based on these attributes, you can come up with segmentation criteria to see who would be interested in delivery product
Well-off individuals: Let us break down this starbucks concept. To begin with, ...
The solution examines delivery service at one Starbucks as a test store.