StudentShare solutions
Triangle menu

Strategic Marketing Plan Starbucks in Asia - Case Study Example

Nobody downloaded yet

Extract of sample
Strategic Marketing Plan Starbucks in Asia

whilst walking from his hotel to the conference centre, Schultz spotted an espresso bar and went in to have a look . a few blocks away he entered another espresso coffee bar. In the after that a few blocks away , he saw two other espresso bars. Schultz was on the whole struck by the reality that there were one thousand and five hundred espresso coffee bars in Milan, a city approximately the size of Philadelphia, and a totality of one fifth of one million in the entire of Italy. His mind started churning. Schultz left Starbucks two decade before. The first Il Giornale store opened two decade before in April. It had a mere seven hundred square feet and was located near the entrance of Seattle's tallest building.
The first Starbucks locality outside of North America is in Tokyo, and Starbucks is in thirty other countries as well. Industry analysts saw Starbucks as being well on its way to turning into a well known company. Every next year company improves its financial position. Current ratio and Acid test ratio show company strong liquidity position, company has more than double assets to pay his current liabilities. Company long term debt to equity ratio decreased that show company pay off his long term debt. Gross profit margin increase and return on total assets also increase that show proper use of assets. Total assets turnover and shareholder's equity turnover also increase that show company better performance and attract investors to invest their capital in that company, because their funds used properly and firm maximize their wealth every year.
Star Bucks posted nearly 18% jump in fiscal 2007 first-quarter profit, helped by record store openings and strength internationally, and backed its targets for the year. The Seattle-based coffee shop operator also said it activated 30% more gift cards and sales of food drove U.S. retail results. Net income for the first quarter 2007 rose to $205 million, or 26 cents a share, from $174.2 million, or 22 cents a share, in the year-ago period. Quarterly revenue rose 21.8% to $2.36 billion. (

Star Bucks Asia

2. Corporate Strategy
2.1. Objective and Aims
Starbucks' foremost objective is to ascertain itself as the most recognized and esteemed brand in the world. The company plans to continue to expand its outlets all over the world, grow its retail sales, introduce new products and develop new distribution channels in order to achieve its objective. The company's aim is to become the leading coffee brand in every target market by selling high quality products, providing good services and building relationships among customers, employees and the company (Brown 1997). Also, the company aims to build its outlets as customers' "third place", which means it is the place where customers can relax from work or home.

2.2. Internal Operations
Starbucks' internal operations can be divided into two parts: Retail and Specialty. The Retail division is governed directly by ...Show more


In the year 1998 Howard Schultz had a good enough reason to be proud of what Starbucks had proficient throughout his past one decade years as the company's CEO. The company had enjoyed extraordinary growth and turn out to be one of the large retailing stories of modern history by making outstanding coffee drinks as well as selling dark-roasted coffee beans in addition to coffee-making equipment that would let customers make an excellent cup of coffee at home…
Author : marilouhettinge
Strategic Marketing Plan Starbucks in Asia essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the case study on your topic
"Strategic Marketing Plan Starbucks in Asia"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Case study about Starbucks Strategic Marketing Managment
Starbucks has realized that in order to move ahead within the social and cultural spheres, it must draw a line as to how it will tap the opportunities that come by and how it will cater to the needs, wishes and desires of its intended target audiences time and again.
3 pages (750 words) Case Study
Strategic Marketing Plan Case Study
After the aforementioned analysis, it is recommended that the restaurant chain maintain its current differentiation strategy. Also, it is identified that the company should increase its net profit, establish presence in developing economies like China, innovate new products, and enhance customer satisfaction through the extension of excellent service.
19 pages (4750 words) Case Study
Marketing Management in Starbucks
It had more than 15,000 stores worldwide at the end of 2007. The company generated $9.4 billion in revenues, double-digit earnings growth and 2500 new store openings. From the humble beginning of selling coffee beans and brewing equipments, Starbucks has become a coffee empire today.
6 pages (1500 words) Case Study
Starbucks Service Marketing
In this paper, examining the status of Starbucks then, now and even the future shall be tackled carefully so as to show how a company as huge as Starbucks has been trying to survive business challenges and how they should be prepared further challenges that are still to come.
16 pages (4000 words) Case Study
Starbucks case study
Starbucks sells brewed coffee, espresso-based hot drinks, hot and also cold drinks, snacks and products for instance mugs and coffee beans. Starbucks has an entertainment division and Hear Music brand, Starbucks also markets music, books and film. A lot of these items are seasonal or specific to the locality of the store.
12 pages (3000 words) Case Study
Global Marketing of Starbucks
There is no questioning on the immense potential organizations have in today's world to grow. Organizations are speedily reaching news markets, finding new customers, building profitability of the retained customers and then broadening the market share by tapping potential in the new markets.
4 pages (1000 words) Case Study
Marketing Strategies of Starbucks
From the data complied by the management professionals at Allegra, it is expected that the "UK branded coffee chain market now has an estimated turnover of 1.3bn a figure that is forecast to double over the next decade, as the total number of stores in Britain reaches 6000" (Ferrell, 105,2008).
4 pages (1000 words) Case Study
Strategic Marketing Plan for Yeo Hiap Seng Ltd
The plan entails what the unit has to consider in the period and how to achieve the set out goals as a strategic business unit (SBU). Strategy can be said to be the overall scope and direction of any given organization over the long run with the aim of properly allocating resources, which will ensure that the organization will respond the ever changing market demands.
20 pages (5000 words) Case Study
Marketing Case Study with additional research and reference
Starbucks has achieved brand name awareness by employing public relation tools such as publicity in order to generate word-of-mouth (Lee 2008). Perhaps, the only advertisement
7 pages (1750 words) Case Study
Case Study
New factors emerge from time to time in a competitive and rapidly changing environment and predict the impact that these factors have on the business,
4 pages (1000 words) Case Study
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us