Starbucks

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MARKETING MANAGEMENT

COMPETITIVE ANALYSIS

KAHVE DÜNYASI AND STARBUCKS

Ozan KARACA

ozan.karaca@ph.com.tr

Giriş

Oturmus bir kahve kulturu olan Turkiye geleneksel bakişa ters dusmeyen yapisi ile Kahve dunyasi ve insnalarin kahve denince akillarina geleni degiştiren Starbucks Pazar payının cogunu paylaşmaktadir.

Starbucks bugun konumu itibariyle pazarda lider kahve dunyasi da en yakin takipcisidir.

Company Backgorunds

Genç, dinamik, fark yaratan pek çok uluslararası markayı bünyesinde toplayan Shaya, dünyanın en prestijli markalarıyla Türk tüketicisini buluşturmaya devam ediyor. Shaya, 2002 yılından beri, Türkiye'ye getirdiği gıda, hazır giyim, güzellik ve bakım sektörlerindeki 15'i aşkın uluslararası marka ve İstanbul, Ankara, İzmir, Aydın ve Bursa'da 150'nin üzerinde mağaza ile faaliyet göstermektedir. Starbucks Coffee, Topshop, Evans, Dorothy Perkins, The Body Shop, River Island, Peacocks, Claire's, Debenhams, Miss Selfridge, Topman, Le Pain Quotidien, Next gibi dünyaca ünlü markalar Türkiye'de Shaya A.Ş. tarafından temsil edilmektedir.

Starbucks Coffee tüm dünyada olduğu gibi Türkiye'de de bayilik sistemiyle çalışmamaktadır. Tüm mağazalar Shaya merkez yönetimi tarafından açılmakta, işletilmekte ve denetlenmektedir. Kahve Dünyası  (Coffee World ) opened the first retail coffee shop in Eminönü, Istanbul in 2004. Now the number of the coffee shops reached to 20 stores from İstanbul to Antalya. The company aims to provide a gourmet style coffee house experience to its customers in a relaxing atmosphere by offering espresso based hot and cold coffee varieties and its primary product Turkish coffee. [pic]

The Coffee Worlds advancing by getting their power from the demands and tastes of their consumers and targeting to meet with the consumer at many more points in the forthcoming months provide several kinds of coffees in the storerooms, with the Turkish coffee coming at the first rank. Besides coffee, they also offer the handmade chocolates of their own production to sales under the name of Chocolate World. [pic]

Kahve Dünyası (Coffee World) cafés, having given a start in Istanbul under the manufacturing identity of the Altınkılıçlar and for which arrangements to widening in the major cities of Turkey are still continuing, represent a front of an iceberg reaching out to the consumers behind which there exist a comprehensive technology and a know-how. [pic]

Our mission is to present the traditional and contemporary coffee tastes of our production accompanied by delicious chocolates still of our production to our customers in a warm environment and in a creative and unique manner and to convey the Turkish coffee culture to a place that it merits both in our country and in the world.

Customers/ Target Segments

|Starbucks |Kahve Dünyası | |A,B+,B,C Social Economic classes |A,B+,B,C Social Economic classes | | | |

Competitors

|Starbucks |Kahve Dünyası | |Kahve Dünyası |Starbucks | |Gloria |Gloria | | | |

Locations

Starbucks 108

Antalya kocaeli balikesir aydın izmir bursa ankara istanbul

Kahve dunaysi 37 adet magaza 4 corner shop

İstanbul Ankara Denizli Bursa...
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