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Starbucks - Essay Example

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For the purposes of the effectively meeting the objectives of this marketing plan, the tools of PESTEL analysis and SWOT analysis have been employed…
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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 ... Read More
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In addition, they market films, books, and music through Starbucks Entertainment division and Hear Music. The company was established in 1971 by Jerry Baldwin, Zev Siegel and Gordon Bowker. In 1981 Schultz joined the company as the head of marketing. As Thompson and Strickland (n.d.) state, in 1983, on a trip to Milan, Italy, Schultz visited a number of espresso bars and hit upon the idea of starting the same kind of coffee bars in America.
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According to the paper the coffee drinker also like to determine whether Starbucks will be a good investment for the future. The paper describes the whole picture of the developing statistic of Starbucks and shows its popularity among the different classes of the population.
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The current goals of the company is to maintain the standing of the company as one of the most recognizes as well as respected brands in the world. For achieving its current goals, the company plans to continue on its expansion path primarily focusing on the countries outside United States in retail as well as license store segments.
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Starbucks Cafe sources its coffee using a practice known as fair trade coffee. Fair trade coffee is a practice that ensures the company receives the top quality coffee in the world, while at the same time complying with highest corporate responsibility standards.
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Starbucks has been selected by the study as a sample organization for conducting analysis on use of marketing concepts in order to design a holistic marketing strategy by organizations. Thematically the essay can be divided into three sections, 1- description of theoretical background of marketing concepts, 2- brief introduction of Starbucks and 3- relevance of marketing concepts for Starbucks.
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The issue of the globalization, and the ethics and diversity in regards to the Starbucks franchise are all of great significance and importance, and in order to grasp the full concept of Starbucks and its notoriety, we must first understand clearly these three matters.
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The company has shown an upward movement of 16% in the current year (2007) as compared to the previous year (2006). If we look at the days receivables ratio the trend for the
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Starbucks does not market its brand as a low-cost service provider. Rather the Starbucks brand is presented as such a company that provide premium quality coffee at a premium price. Starbucks always ensure that
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Profitability: “Starbucks is targeting International revenue growth at a compound annual growth rate of 20 percent over the three-year period
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The report-writing task has involved analyzing the challenges that is facing the company at the present time and the next few years, drawing conclusions and making recommendations. The findings of this report are presented with the
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