Starbucks Management Report

Topics: Coffee, Starbucks, Coffee preparation Pages: 20 (4767 words) Published: May 21, 2012
Starbucks – Management report

International Marketing


Task 1

1.0 Dimension of Starbucks
1.1 Introduction
1.2 Interesing facts
2. Marketing development
2.1 Why tapping into a new market?
2.2 Selection criteria of new markets
3. Norway
3.1 Competetive salary structure / Education 3.2 Barriers and agriculture
3.3 Infrastructure and competition
3.4 Market potential
4. Croatia
4.1 Competitive salary structure / Education 4.2 Employees
4.3 Demand and competition
4.4 Estates and Infrastructure
5. Nigeria
5.1 Coffee demand and Coffee production
5.2 Competitive salary structure
5.3 Education and unemployment
5.4 Culture Distance
5.5 Governmantal Barriers, Business start up

Task 2
6. Conclusion

Task 3
7. Entry strategy for the Norwegian market
7.1 Entering a new Market
7.2 Joint Venture
7.3 Franchise
7.4 Wholly-owned subsidiaries
7.5 Overview
8. Marketing entering decision
9. Sources

1. Dimension of Starbucks

(Countries where Starbucks is on the market, stand November 2011)

1.1 Introduction

With revenues of 10.7 billion $ in 2010 and 19.555 shops in 58 countries, Starbucks is clearly the world's top coffee retailer.

The coffee giant celebrated its 40th anniversary last year but it shows no signs of slowing down.

Its brand is so well recognized all over the world it doesn't even put its name on its cups anymore.

In the past few months it has announced new partnerships with other coffee companies, grocery stores and plans to move into digital content as well as introducing new products. In some stores you can already have wine with your coffee.

Starbucks is pushing its international expansion aggressively which means within the next five years you'll see a Starbucks as frequently in China as you do in New York City.

1.2 Interesting facts

• Santa Fe Springs, California has the highest concentration with 560 Starbucks stores in 25 miles.

 • Starbucks has 137,000 employees or “partners” that they call in 2010. This is twice the population of Greenland • Starbucks opens first store in Beijing in 1999 and there are now 376 store in China. They hope to reach 1000 in 2015 • The average Starbucks customer visits the store six times per month while 20% of loyal customers to go to the store 16 times per month • There is over 87,000 possible drink combinations at Starbucks • Starbucks has added an average of two new opened stores every day since 1987 • A grande Starbucks coffee has 320 milligrams of caffeine, more than four times the amount of caffeine in Red Bull • There are over 87. 000 drink combination possibilities

(Annual Report 2011)

2. Marketing development

2.1 Why tapping into a new Market?

The company attempt to identify and develop new markets for marketing current products. There are three general strategies applied in market development:

1. Working within the demographic market to see if any particulal demographic group can be encouraged to buy more of the product or if any new group within the demographics can be encouraged to purchase the product.

2. Looking at the institutional market to see if these buyers can be increased

3. Attempting to develop markets in new geographical areas. To effect these strategies, marketers will attempt new distribution methods, change the design...
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