icate that the current state of the UK economy and demand for organic products within the UK is highly optimistic which is favorable for an organic product launch. Furthermore, the report provides a discussion of the marketing mix and possible strategies that should be employed in order to ensure that the launch of a new organic product line by Starbucks in the UK is successful.
The rise of health conscious consumers in the UK means that the organic food industry is no longer categorized as a niche market but has recently become a market that is targeted towards the masses. According to IBISWorld, sales volumes of organic products in the UK are expected to rise by 2.6% resulting in financial growth of £2.02 billion (PRWEB 2013). Certainly, this trend reflects increased consumer awareness regarding food products and the benefits of organic produce on health. 6
Starbucks started its operations in 1971 with a sole location at Seattle’s Pike Place Market engaging in the buying and selling of ground coffee and whole bean (Starbucks 2012). The business started with Howard Schlutz’s vision of taking the European coffeehouse experience and translating it according to the requirements, demands, needs and wants of the American customer (Kotler 2010). According to Kotler (2010) the success of Starbucks which is reflected in the existence of 17,651 stores (as of July 2012) across the globe (Starbucks 2012) has been its ability to integrate a rich experience and successful product to provide the Starbucks Experience. Starbucks made entrance in the European coffee market in 1998 as a consequence of its acquisition of 65 Seattle Coffee Company outlets located in the United Kingdom (Starbucks 2013a). Analysts note that Starbuck’s entrance into the UK market via this strategic business decision was aided by the similarities shared by the two companies it their culture, values and commitment towards the customers (Starbucks 2013).
According to the financial results of