Though both Starbucks and McDonald’s focus on a potential market - coffee market, each of them has its own development strategies. There are three major aspects that may be highlighted in this paper: advertising campaigns, customers as well as employees, and social responsibilities.
Advertising campaigns While Starbucks pays their attention to creating brand experience, brand management is McDonald’s option. According to Brown (2015), Starbucks branding does not build brands, brand is exactly experience. The amalgamation of people, culture and metrics contributes to the core of Starbucks brand experience. In reality, it can be easily seen that 85 percent of brand is used in day-to-day intercourse. To give an example, while drinking …show more content…
In addition to this, it may be differentiated in store positioning. The utmost spots that Starbucks chose to locate their chain of coffee shops are in urban areas where are next to schools, universities to intend for students or young generation of coffee drinkers who are 18-year-old to 24-year-old people. Besides, Starbucks aims to locate the coffeehouses with high visibility and high traffic in order that there are a significant number of patrons coming and enjoying coffee there. On the other hand, McDonald’s concentrates on very distinguished and untapped demands that Starbucks probably cannot fulfill the client expectations. For instance, in rural and impoverished areas, McCafe espresso lines become more familiar with the residents there because they easily have an affordable and delectable McCafe cup of …show more content…
With introduction of McCafe drinks along with Happy Meals and Play Places campaign several years ago, going to McDonald’s did not seem as much of a duty for parents simply because it could be elementary for them to take pleasure in a nice espresso while the children played and ate their meals. This might be a composite of creating an ideal atmosphere that considerably attracts to adults as well as traditionally attracts to children and a time-saving benefit for parents because they did not have to transit among 2 different places to socialize with other parents and satisfy the children’s yearning. Recently, however, happy meals have not been attractive to kids anymore due to changing to eat more nutritious food instead of junk food so that it impacts on a diminished amount of clients who come to enjoy McCafe. Indeed, offering healthy balanced diet meals may appeal not only kids but also their parents to visit McDonald’s that results in an increase in McCafe consuming
Advertising campaigns While Starbucks pays their attention to creating brand experience, brand management is McDonald’s option. According to Brown (2015), Starbucks branding does not build brands, brand is exactly experience. The amalgamation of people, culture and metrics contributes to the core of Starbucks brand experience. In reality, it can be easily seen that 85 percent of brand is used in day-to-day intercourse. To give an example, while drinking …show more content…
In addition to this, it may be differentiated in store positioning. The utmost spots that Starbucks chose to locate their chain of coffee shops are in urban areas where are next to schools, universities to intend for students or young generation of coffee drinkers who are 18-year-old to 24-year-old people. Besides, Starbucks aims to locate the coffeehouses with high visibility and high traffic in order that there are a significant number of patrons coming and enjoying coffee there. On the other hand, McDonald’s concentrates on very distinguished and untapped demands that Starbucks probably cannot fulfill the client expectations. For instance, in rural and impoverished areas, McCafe espresso lines become more familiar with the residents there because they easily have an affordable and delectable McCafe cup of …show more content…
With introduction of McCafe drinks along with Happy Meals and Play Places campaign several years ago, going to McDonald’s did not seem as much of a duty for parents simply because it could be elementary for them to take pleasure in a nice espresso while the children played and ate their meals. This might be a composite of creating an ideal atmosphere that considerably attracts to adults as well as traditionally attracts to children and a time-saving benefit for parents because they did not have to transit among 2 different places to socialize with other parents and satisfy the children’s yearning. Recently, however, happy meals have not been attractive to kids anymore due to changing to eat more nutritious food instead of junk food so that it impacts on a diminished amount of clients who come to enjoy McCafe. Indeed, offering healthy balanced diet meals may appeal not only kids but also their parents to visit McDonald’s that results in an increase in McCafe consuming