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Marketing planning for Starbucks - Essay Example

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Marketing planning for Starbucks

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 .

Section 1: Marketing Audits Organizational Audit
In order to understand the company’s strength and weaknesses, opportunity and threats the SWOT analysis of the firm has been performed to find the internal and the external environmental situation of the company.

SWOT Analysis Strength
Product diversification- huge range of products like coffee, baked foods, music cds etc.
Well known developed brand image with online presence and copyright logo.
The company has their own retail and international stores and don’t depend on franchisee.
The locations of the stores are very strategically placed to attract more customers. • The locations of the stores are very strategically placed to attract more customers.
With good working environment the company possess valued and very motivated workforce.
The company have good relation with the suppliers of Coffee and other requirements.
Starbucks is the market leader of the Coffee industry.
Customers are loyal to the brand
The company is located internationally
Starbucks has a very strong financial establishment which helps the company to invest in the process of expansion.
Weaknesses The company is less focused in its internal processes rather it mainly concentrates on the expansion plans. The growing market and modern lifestyle of people are growing demand for new competitors in the market which can’t be controlled by the company. Too many shops within a small area can affect the business. The products offered by Starbucks are little expensive than its competitors thus it’s a weakness for the company to grab the budget market. Opportunities The company has great opportunity to enter the retail market with its expansion plan. Technological advancement can bring new techniques to manage their processes. The company can introduce new distribution channel and start delivery service for the customers directly to their place. New product development is another opportunity for the firm to grab the market with its new launch. Emerging market outside the country into developing nation can be a very good prospect for the company. Starbucks can expand in many more areas even within the country thus domestic market can also be a good opportunity for the firm. Threats The growing competition from restaurants, supermarkets, and other coffee shops offering same kind of products to the customers and other coffee products are the major threats for the company. The U.S market is reaching its saturation point which will restrict the firms plan for farther expansion in the market. The instability of the Coffee price in developing countries can be difficult for the firm to maintain its price policy constant for all the countries where the company operates. In supplying countries of coffee beans the farmers are not well treated and thus results in ...Show more


With the hope to be the third place for the people between home and workplace, Starbucks opened its first shop at Seattle’s market in the year 1971. The company 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…
Author : bednareda
Marketing planning for Starbucks
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