Environmental Factors Influencing Starbuck's Marketing Strategy

Topics: Coffee, Starbucks, Ethics Pages: 3 (832 words) Published: July 17, 2013
Environmental Factors Paper
MKT/421
May 10, 2012
University of Phoenix
Environmental Factors Paper
Startbucks coffee company is a very large and popular company that conducts domestic and global business; it was defined to be the finest coffee in the whole world. It mission statement is “to inspire and nurture the human spirit- one person, one cup and one neighborhood at a time“. Starbucks Company is one of the companies that know how to manage all the environmental forces that effect its marketing decisions. It is recognized for the successful marketing factors that have been influencing the company’s global and domestic growth more effectively in a positive way. These environmental forces are the key trends that influence marketing. This paper will discuss the different environmental factors, how these environmental factors affect Starbucks marketing decisions, and addressing how these factors relates to Starbucks marketing decisions. Environmental forces

The five different environmental forces or factors that affect Starbucks marketing decisions as well as its customers and suppliers are social, economic, technological, and competitive and regulatory. The social factor of the environment is known as demographics the people that are described based on their ethnicity, age, gender, income, and occupation all over the world with the variety of their cultures and values. Starbuck Company is affect by the fact that the population is increasing nationwide and that many people with the demographics differences are lovers of Starbucks coffee. The economic factor has its tremendous impact on Startbucks market specially when the household income barely increases but the products and services’ cost easily and consistently increases that lead to a decrease in customers spending that may affect Starbucks marketing decisions. The technological factor plays huge role in Starbucks marketing decisions where inventions and innovations of new products are...

References: Kerin, R. A., Hartley, S. W., & Rudelius, W. (2011). Marketing (10th ed.). New York, NY: McGraw-Hill Irwin.
http://www.starbucks.com/assets/fy06-csr-full.pdf
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