Company Starbucks Marketing Report
Produced by
Names
1. Student Number:9
2. Student Number:1
3. Student Number:2
4. Student Number:8
5. Student Number:16
Name : Grace Name : Ann
Name : Tom
Name : Serena
Name : Anna Report date : 2014/12/10
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Group :Grace Date: December 10, 2014
Executive summary
The purpose of this report was to identify a suitable for Startbucks to introduce into a target market. As part of this process a strategic analysis was conducted to the environment. Strategies that mitigated threats and weakness and ones that took of these strategies a suitable new product was then developed.
The booming of Chinese economy nourishes a broad coffee consumption market. Against this macroeconomic background, Starbucks puts the Chinese market into the first place of its overseas market except American market. Starbucks has made great business achievement in Chinese market, while it is also challenged by the devaluation of Startbucks? brand and the downgrade of its core competitiveness. based on the background, product and environment analysis and strategy making ,analyses on many related literatures, this paper researched on the Startbucks? marketing strategies, analyses Startbucks? operating environment both internally and externally and summarizes the marketing strategies of Starbucks in china.
The report was based on information from a range of data sources, including Starbucks? websites and the magazines about this company
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Group: Grace Date :December 10, 2014 Table of Contents
1. Introduction……………………………………………………5 2. Company Background…………………………………………6 2.1 About the company ………………………………………..6 2.1.1 History ………………………………………………….6 2.1.2 Mission…………………………………………………..7 2.1.3 Values ……………………………………………………7 2.2 Products……………………………………………………….8 2.1.4 Target Markets / Market Segments ……………………...8 2.1.5 Market share……………………………………………..8 Major competitors ……………………………………….9 2.1.6 Table 1: direct competitor to Starbucks…………………..10 3. Environmental Analysis ………………………………………...11
3.1 External.…………………………………………………11 3.1.1 PEST/PESTL………………………………………...11 3.1.2 Competitive Forces………………………………….12 3.1.3 External Opportunities and Threats…………………14 3.2 Internal Analysis………………………………………...15 3.2.1 Identification of SWOT elements…………………...15 3.2.2 Evaluation of SWOT elements………………………17 3.2.3 Analyze and Rank………...…………………………18
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3.3 Strategies………………………………………………..19
3.3.1 Strategies development……………………………..19 3.3.2 Identify strategic fit…………………………………20 3.3.3 Table 2:SWOT/ Strategies Matrix…………………..21
4 Product Development………………………………………….21
4.1 Strategy Selection……………………………………….21 4.2 Product Selection……………………………………..…23 4.2.1 Idea generation………………………………………23 4.2.2 Marketing Strategy……………………………..........25
4.2.2.1 Demographic……………...………………….26
5 Conclusion……………………………..………………………26 6 Reference………………………………...…………………….27 7 Appendix………………………………………………………28 7.1 Idea generation ………………………………………….28 7.2 Team Report…………………………………………….28 7.2.1 Individual Member Activity Report….…………….28
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1 Introduction
?We are not in the coffee business, serving people .we are in the people business, serving coffee??. That is the philosophy of Howard Schultz, chairman and chief global strategies of Starbucks. It is a philosophy that has shaped—and continues to shape—the company. With over 11000 outlets in more than 36 countries, Starbucks is the world?s number one specialty coffee retailer. In order to understand the company comprehensively, we are going to take an in-depth look at Starbucks through this topics.
This report will discuss the marketing strategy being implemented by Starbucks, and will evaluate the company?s current marketing plan, including the products, external and internal environmental, product development, strategies and various other factors that affect its strategy.
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