Global Marketing: Starbucks Coffee - Essay Example

Only on StudentShare

Extract of sample
Global Marketing: Starbucks Coffee

Singapore was chosen by Starbucks as the main business center in Asia. It is announced that “Singapore is constantly looking for new products and new markets to drive its export-led economy” (Starbucks Coffee, 2005). The second reason is that Singapore is the international trade and commerce center with an excellent financial and communication infrastructures, which will help Starbucks to penetrate into the Asian market and maintain a strong brand image. In addition, Singapore is the most Europeanized center in Asia where coffee is viewed as a “beverage instead of a drink” (Starbucks Coffee, 2005).
Socialization, and influences that shape social behavior in particular social settings determine Starbucks Coffee orientations. To be socially responsible Starbucks uses different styles o organization behavior and different patterns of organizational structure, as well as variations of influence in the business environment. Starbucks proposes to its clients' exceptional services and atmosphere in its coffee bars and shops, providing a high level of customer loyalty.
There are some arguments against Starbucks penetration into the Asian market which include existing competitors, namely Suntec Dome Holdings and Sinelli. These companies have already created a strong brand image in Singapore and planned further penetration into Asian markets of China, Indonesia, Hong-Kong, Malaysia. As the report says these companies target: “a broader market segment with a lower budget range” (Starbucks Coffee, 2005). ...
Download paper

Summary

The author of this essay touches upon the business of Starbucks Coffee company. Reportedly, Starbucks Coffee is the leading coffee roaster and retailer company which operates on the American and European Community markets, and have started its penetration into the Asian market. …
Author : prosaccoruthe

Related Essays

Starbucks Coffee Company - An Analysis
No Heading Page No 1 Retail Sales Mix by Products Type for Company –Operated Stores 3 2 Coffee & Snacks Shops – Industry at a Glance – 2011 4 3 Total Net Revenues of Starbucks 5 4 Ranking of Porter’s Five Forces 7 5 Outlet Numbers of Selected Specialty coffee stores 9 4 Number of Coffee Outlets - UK 10 6 Comparable Stores Sales Growth 15 1.0 Introduction: Starbuck is the leader in roaster, retailer and marketer of specialty coffee in the international level functioning in sixty nations around the world. Through company operated stores, Starbucks buy and roast first-rate coffee beans...
11 pages (2761 words) Assignment
How can Starbucks react to the threat of McDonalds selling low cost coffee?
I would be failing in my duty if I don’t thank all those employees of Starbucks and McDonalds who responded to the phone calls and e-mails sent to these organizations. Last but not the least, I would like to thank all my friends who have been supporting and helping me with this assignment. Table of Contents Contents Pages Executive Summary 4-5 Introduction 5 McDonald’s Vs Starbucks 5-6 Problem for Starbucks 6 Sources of Information 6-7 SWOT Analysis 7-8 Financial Analysis 8-9 Findings 10 Recommendations 10-11 Appendices 12-25 Works Cited 26 How Can Starbucks React to the Threat of...
8 pages (2008 words) Essay
case study about Starbucks (marketing)
This report will be solely based on the Starbucks case study and will focus on how the specialty coffee player can better survive and survive in the industry. In order to do this, this paper will look at the historical performance of the company, noting the company's strategies in response to its external market. The first portion will provide an account on how Starbucks has prospered and gained wide success in the early 1990s. Next, this report will look at the changes which have transpired in Starbucks market which significantly differentiates it from the 1990s. Through this analysis, this...
8 pages (2008 words) Assignment
Global Marketing of Starbucks
With this comes the great responsibility of taming organizations accordingly that is making organizations compatible with the needs of today's markets that come with the immense competition, ever increasing inflation, cognitive dissonance and unforeseen circumstances . Organization must have a recognition of its own, that is it should have a strong organizational culture that has no parallel and it should be able to attract a strong team that is ready to work zealously for it. A lot is put into organizational structure, culture and profile of its prospective employees and customers, for any...
4 pages (1004 words) Case Study
Starbucks Coffee
The findings reveal that there are clear segments within Starbucks consumer base in UK and marketing strategy has to reorient to the identified specific needs of each of these segments.
...
40 pages (10040 words) Coursework
Got a tricky question? Receive an answer from students like you! Try us!