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Starbucks marketing report - Essay Example
Author : marilouhettinge
Pages 6 (1506 words)
Starbucks Corporation is one of the leading global US based organizations. This leading coffeehouse chain is headquartered in Washington. This coffeehouse organization is operating its business practices with its 20, 891 retail stores in 62 international countries (Lussier, 2008)…
Moreover, the organization can implement Porter’s generic strategy to become the leading player based on several parameters, such as cost, focus and differentiation strategy. Positioning is another important strategy that can help marketing team of an organization to position their products and services according to the market demand and customer preferences.
Justification of Strategy Adoption
Starbucks need to focus on marketing mix strategy and Porter’s generic strategy to improve their business performance and reduce competitive threats. It is true that the organization implemented niche marketing strategy (Mangold, 2010). Recent economic slowdown forced global customers to purchase less and save more. Therefore, it is important for the organization to revise the pricing of products through effective marketing mix strategy. On the other hand, implementation of Porter’s cost leadership generic strategy will help the organization to control operation cost. They need to introduce new products for the people of middle class income level. Moreover, they need to implement competitive pricing strategy for the products. This strategy will help the organization to introduce competitive priced products. ...
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