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Starbucks - Essay Example

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Starbucks Introduction The key purpose of this essay is to underpin the importance of marketing concepts in a real world business scenario. The essay will try to shed some light on the use of marketing concepts, such as product, place, price, promotion, segmenting and identifying target market and integrated marketing communication mix, in order to address real world business challenges…
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The next portion of the essay will describe theoretical background of marketing concepts. Marketing Concepts Research scholars such as Burrow (2011), Sandhusen (2000), and Mercer (1996) have stated that organizations need to decide marketing strategy in terms of marketing mix, segmentation and target market, in order to become successful in competitive business environment. Kotler et al (2009) have pointed out that organizations need to change marketing mix such as product, price, place and promotion in accordance with the situational perspective, in order to achieve competitive advantage. Kotler et al (2009) have tried to establish link between implanting right marketing strategy and competitive advantage model proposed by Michael Porter (1980, 1985, and 1991). Elements of marketing mix can be explained in the following manner: Product Companies manufacture new products in order to match steps with the ever-changing nature of consumer demand. Organizations develop products through multiple stages like generating idea about new products by using primary and secondary research; selecting the potential idea through idea screening, testing the concept of product development with the help of feedback of customers, analyzing the business aspect of the product development such as market volume, price estimation, market size calculation etc., launching the product in small market segment in order to test acceptance of the product, manufacturing the product on commercial basis after achieving success in test marketing phase and finally commercializing the product. Ansoff matrix can be used in order to understand the significance of product concept in marketing. (Source: Stone, 2001, p. 51) According to Ansoff matrix, companies develop product strategy due to four reasons, 1- increasing market penetration by existing products in existing markets with an intention to decrease risk factors associated with entering new market, 2- developing new products for the existing market in order to achieve competitive advantage over competitors, 3- launching an existing product in new markets in order achieve business growth in foreign shore without investing huge amounts of capital in new product development, and 4- launching new products in new markets in order to create brand awareness among customers. Mintzberg et al (2003) have stated that companies need to decide the product portfolio in accordance with the demographic and societal trends of a particular country. Price Companies decide the price of products in accordance with macro environmental characteristics of market and in some cases organizations decide the price of products in order to enhance brand image. For example, Apple use premier pricing policy or assigning high price on products in order to show class and aristocracy, while Wal-Mart uses cost orientation strategy in order to offer everyday merchandises at everyday low price (EDLP) to customers. Adopting EDLP model has helped Wal-Mart to achieve price competitiveness over their competitors. Place Companies decide distribution strategy in order to distribute products to customers. Organizations design distribution channel backed by retailers, wholesalers, online sales channel, c&f agents, company sales executives etc., in order to ... 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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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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Furthermore, the report also undertakes an assessment of Starbucks marketing strategies in the UK such as its product offering, market segmentation, market targeting and positioning. Analyses
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