This is a proposal based on the case study “Starbucks – going global fast” (Cateora and Graham, 2007), further research has been undertaken and analysis and recommendation will be based on these sources of information.
Critique and analysis
Being a multinational company expanding at a speed that leads thoughts towards badly imaged global corporation like McDonalds are these days not considered a strength. McDonalds might have conquered the world and made profit of people’s bad habits of eating junk, but this has backtracked on them resulting in extremely bad image and word-of-mouth meaning declining sales and profits. They have now tried to reposition, but without much success. Starbucks should learn from McDonalds and not obtain the same position. Considering the mission statement of Starbucks and the fact that it must be assumed that they still want to be successful in ten years time. The option of following the foot prints of McDonalds is not a possibility to be considered. “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow” (p. 80, Kotler et al. 2005) Further more the mission statement emphasises work environment, diversity, high standards of excellence to every aspect of the core product as well as “…commitment to a role of environmental leadership in all facets of our business”. (p. 80, Kotler et al. 2005) At the speed Starbucks are expanding their business there is risk that some of these missions will be ignored when entering new markets. There are constantly new risks facing Starbucks both on the domestic and international markets. These factors should at all times be considered and “…a marketing mix from the controllable elements, the uncontrollable factors are precisely that; the marketer must actively evaluate and, if needed, adapt. That effort, the adoption of the marketing mix to these environmental factors, determines the outcome of the...
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