Analisis Customer Segment, Channels, Dan Customer Relationship Dalam Pembentukan Value Proposition Di Starbucks Coffee (Studi Kasus Pada Starbucks Coffee Indonesia)

Aisy Nurmanisa • Wilopo Wilopo • Brillyanes Sanawiri
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • May 2016 Indonesia

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(Bahasa Indonesia, 9 pages)

Abstract

This research aims to understand and explain; How to Starbucks Coffee create value proposition for their customer? How to Starbucks Coffee segmented the customer, to create the value proposition? How to Starbucks Coffee build and choose the channels to grab the customer and create value proposition? How to Starbucks Coffee build a customer relationship and create value proposition from the process? .This reaserch uses primery data descriptive analysis method with fenomelogy kualitative observation. The results of analysis showed; The first one, Starbucks coffee doing well to segmented their customer , their customers are premium community class. The right customer segment will influence how to create the value proposition which is treating our partners with respect & dignity. The second is Channels, how to Starbucks grabed their customer. It will gives a satisfaction to their customer and it will be crate the value proposition which is starbucks experience. And the last one about customer relationship, Starbucks coffee have an engagement with their customer long lasting period with starbucks card, online and offline community.We have direct engagement which is build a good relationship by our partners between company and customer.

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more