Starbucks Marketing Audit

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Topics: Coffee
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Conduct a Marketing Audit
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Conduct an External Marketing Audit
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a) External Marketing Audit
In this external audit, Starbucks is looking at its macro and micro external environment.
Macro Environment includes: * Economic-Demographic * Technology * Culture * Political and Legal * Markets * Competitors
Micro Environment includes: * Market Force * Market and customers * Competitors * Distributions * Dealers * Suppliers * Facilitators

MACRO ENVIORNMENT
Economic-Demographic
Starbucks’ approach to expansion goes beyond the traditionally accepted methods. Their unique approach to expansion goes beyond the traditionally accepted methods. Starbucks has broken the rules and set a new standard amongst its competitors - targeting both males and females, ranging in age from 18-30 year olds, and middle to upper middle class. Starbucks caters to all needs; they offer non-caffeinated drinks, for children or non-coffee drinkers, sandwiches, sweets, and a variety of juices and pastries.
Locations of all stores are carefully selected for convenience and Starbucks specifically targets places that are heavy with pedestrian street traffic. Starbucks has leased space in supermarkets, airports, and shopping centres. Offering numerous locations in a small area assures that customers have choices, and that the choice remains Starbucks.
Their expansion into numerous countries has them leading the world in a coffee revolution. Locations include, but are not limited to; Australia, Austria, Beijing, France, Germany, Greece, Japan, Hawaii, Hong Kong, Malaysia, New Zealand, Shanghai, Singapore, South Korea, Spain,

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