INTRODUCTION Starbucks Coffee Company was founded in Seattle in 1971‚ Pike Place Market by Jerry Baldwin‚ Gordon Bowker and Zev Siegl‚ with a vision to educate the consumers about fine coffees. Starbucks began to expand when Howard Schults took it over in 1987. Since then‚ Starbucks grew from a small‚ regional business into the undisputed leader in the specialty coffee industry‚ and privileged to connect with millions of customer every day with 18‚000 retail in 60 countries 2. STARBUCKS MACRO ENVIRONMENTAL
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Strategic Marketing Starbucks Strategic Marketing Plan for the Starbucks Coffee Company Table of Contents Introduction and background 3 Company mission‚ company objectives 3 Market definition and product or brand background 4 Evaluation of results and conclusion about problem 5 Situational Analysis 5 Internal analysis 5 Customer analysis 7 Industry analysis 8 Competitor analysis 11 Distribution and supplier analysis 11 SWOT analysis – Confrontation Matrix
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Summary of Firms Strengths and Weaknesses D. Marketing Strategy 1. Objective and Constraints 2. Analysis of Sales‚ Profits and Market Share 3. Analysis of Target Market(s) 4. Analysis of Marketing Mix Variable 5. Summary of Marketing Strategy Strengths and Weaknesses V. Problems found in Situation Analysis VI. Strategic Alternatives for Solving Problem VII. Selection of Strategic Alternative Implementation VIII. Summary Executive Summary Starbucks Corporation is an international coffee and
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Starbucks International Marketing International marketing has become more significant on business world because it lets the companies to be able to extend their markets to increase profits. Hence‚ International marketing is the business activity including goods‚ services‚ and resources which occurs between two or more regions and countries. International entry strategy Entry to new markets in many countries is key factor that makes a firm be able to expand its business and target market to further
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Marketing Principles Assignment FTDipMM13 Group Members: Krysten-Ann Vatsaloo CT0190453 Nurul FarahQuraishia Bte Andin J S CT0190883 Chua Zhi Yang CT0190392 Pek Zhi Ying Regina CT0190843 Cyrus Casper Francis CT0189281 Yolanda Teo CT0190745 Ranked 88th top brand in the world in 2012‚ and 91st in 2013 (Interbrand‚ 2013)‚ Starbucks
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coffee company “Starbucks” November 29‚ 2011 Table of contents Introduction (1) History summary (2) Strategy 1) Best Product 2) Marketing 3) Image of Starbucks 4) Take out coffee in the rapid society Reference Introduction As known Global Company all over the world‚ Starbucks has been loved from tons of coffee- drinkers. In Hawai’i‚ coffee is the best production for sales. Here are some Hawaiian coffee brands but still Starbucks has occupied
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STARBUCKS MARKETING CASE STUDY INTRODUCTION From only one store more than 30 years ago in Seattle to its still growing empire today with thousands of outlets in the United States and in foreign countries‚ the Starbucks Coffee Company is no doubt a well-known success story all over the world. The fact that it started as a small business enterprise that was able to continuously multiply over the years can be a huge motivation for small businesses anywhere in the world. Many business schools have
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CHAPTER 1 – INTRODUCTION 1.1 - Introduction of Starbucks Starbucks‚ as we see today was not there from the very beginning. Starbucks has the very humble start when three coffee fanatics‚ Gerald Baldwin‚ Gordon bowker ‚ and Ziev siegl‚ - opened a small coffee shop in Seattle’s pike place market. Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle‚ Washington. Starbucks is the largest coffeehouse company in the world‚ with 20‚366 stores in 61 countries
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As a marketing consultant‚ a report will be conducted to analyse the marketing strategy of an organisation and to identify the alternative marketing strategies to facilitate business growth. Starbucks Starbucks‚ a key performer in the gourmet coffee sector and also in the specialty Eateries industry is segmented in the service industry. Starbucks was first introduced in Seattle‚ Washington USA in 1985‚ and then worldwide. Starbucks specialises in brewed coffee
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brand name and symbol‚ which add to or subtract from the value provided by a product or service David Aaker Brand Equity Awareness Loyalty Quality Advertising Engagement WOM Community Association Transparency Responsive “Cares” Digital Marketing Overview 2014 Earlier Consumer Decision journey The Funnel Marketers have long used the famous funnel metaphor to think about touch points: Consumers would start at the wide end of the funnel with many brands in mind and narrow them down to a final
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