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Marketing planning: Starbucks case - Essay Example
Pages 26 (6526 words)
This research aims to find and present the internal and the external environmental situation of the company. To success with this various business analysis tools such as SWOT, Value Chain Analysis, BCG Matrix, Porter’s 5 Force Model, PESTEL analysis etc will be included in the paper. …
The paper tells that Starbucks believes that the people not only comes for the coffee at Starbucks but also because of the atmosphere they create is an add-on for their success in the market. People enjoy coffee while reading books, listening music or just gossip with friends and family. Specifically matching the regional culture and taste, the company strategically placed their products. It was one amongst the Fortune 100 top companies in the year 2005 to work for. Planning is a process of deciding the approaches to successfully implement strategies for the particular market. To achieve competitive advantages the company plans the pathway and defines the direction and marketing objectives for the products to be launched in the market. Planning process comprises of several steps before the implementation stage. The companies SWOT analysis, PEST analysis and competitive analysis helps to know the market scenario and then implement strategies according to the demand and need of the market. Starbucks being the leader in the coffee market has a great advantage over its competitors for its quality of service and the environment provided by the company to its customer. But the growing numbers of competitors like McDonalds, Costa Coffee and Cafe Nero are operating in the market with a wide range of products and services for which to maintain its leadership position in the market Starbucks need innovation of new products in their product line to differentiate from the others. ...
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