Imagen y posicionamineto de marca Starbucks en Moscú
Fecha
2021-06-01
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Jaén: Universidad de Jaén
Resumen
El presente Trabajo Fin de Grado tiene como objetivo la
investigación de la marca de franquicia Starbucks en el mercado
de la ciudad Moscú en Rusia . Hoy en día, muchas empresas
brindan productos similares, lo que genera fuerte competencia
entre ellas. Debido a la necesidad de Starbucks de conocer cómo
la gente de Moscú percibe su marca en relación con los
competidores directos, se ha realizado el análisis de la imagen y
posicionamiento. Para llevar a cabo la investigación, he pasado
una encuesta de satisfacción entre los clientes de esta cafetería
para determinar su opinión sobre la marca. Teniendo en cuenta
todos los datos obtenidos, se construye un mapa de
posicionamiento de las marcas para comprender si la imagen real
coincide con la que planea y quiere tener Starbucks, así como para
que pueda comparar su imagen con las de sus competidores
directos.
This Final Degree Project aims to research the franchise brand Starbucks in the Russian market in Moscow. Today, many companies provide similar products, which generates strong competition among them. In this investigation were analyzed the brand image and its position for determination of perception of Starbucks and its service by Moscow residents in relation to the direct competitors. To conduct the research, I have passed a satisfaction survey among the customers of this cafe to determine their opinion on the brand. Taking into account all the data obtained, a positioning map of this brand was create to understand if the real image coincides with the one that the company plans and wants to have, as well as so that it can compare its image with those of direct competitors.
This Final Degree Project aims to research the franchise brand Starbucks in the Russian market in Moscow. Today, many companies provide similar products, which generates strong competition among them. In this investigation were analyzed the brand image and its position for determination of perception of Starbucks and its service by Moscow residents in relation to the direct competitors. To conduct the research, I have passed a satisfaction survey among the customers of this cafe to determine their opinion on the brand. Taking into account all the data obtained, a positioning map of this brand was create to understand if the real image coincides with the one that the company plans and wants to have, as well as so that it can compare its image with those of direct competitors.