Starbucks vs Mccafe

8014 Words Oct 20th, 2010 33 Pages
Table of Content
1. Executive Summary……………………………………………………................ 3
2. Introduction………………………………………………………………………. 4
3. General company information…....…………………………...…………................
3.1 Starbucks……………….………………………………...…………………......
3.2 MaCafe…………………………………………………………..…………...... 4
4
5
4. Theoretical discussion…………………………………………………………….....
4.1 Consumer perception…………………………………...………………………
4.1.1 The perception of quality………………………...…………………......
4.1.2 The relationship between the perception of quality and price…...…......
4.1.3 The relationship between the perception of quality and store image...…
4.2 Consumer attitudes…………………………………………………………....... 4.2.1 Changing consumer attitude …………………………………………….. 7
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This can result to the importance of perception and attitude of customers.

2. Introduction
Coffee has consistently been regarded as the favourable beverage, so it is involved to coffee- craving trends steadily increases especially drinking gourmet brands (See Appendix1). In the present, there is high intensity of competition among major player as Starbucks which monopolizes the greatest market share of gourmet coffee and espresso drinks in coffee house (Iwata, 2006). The cause that makes Starbucks stands in this position is strong brand image that affects from quality, service and good atmosphere in stores. Starbucks intends to use the customer behaviour through consumer perception to let the customers realize the value of Starbucks. However, McCafe is the new comer that attempts to usurp the market share in this industry aggressively. As a matter of fact, Mc Cafe is supported by McDonalds which encourage customers to stereotype McCafe as fast beverage. Therefore, McCafe needs to change the attitude of customers from medium coffee to be premium coffee by launching many various advertisements and adapting the modern style for the stores.

3. General company information (Starbucks and McCafe)
3.1 Starbucks
Starbucks’ coffee was started in the mid 1980’s by Howard Schultz. His idea was to build a product differentiated on the grounds of providing specialty fresh coffee, giving top quality customer