The Marketing Audit Report Starbucks Executive Summary

Marketing Audit Report
Starbucks

Executive Summary
This report is specially based on the marketing audit report of Starbucks organisation that
is situated at USA. It provides coffee and other products to its potential customers. It will contain
this organisation's background in detailed form and describes its mission, products,
organisational structure and turnover. Further, it will describe the macro and micro
environmental analysis with different factors that may impacts to this organisation. This report
will also discuss about this organisation's competitive environment and reviewing its
competitor's strategies. It describes the internal impact with using the model of SWOT analysis.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Organisational background.........................................................................................................1
Macro analysis............................................................................................................................2
Micro or internal analysis............................................................................................................6
competitive analysis of Starbucks...............................................................................................8
SWOT Analysis for Starbucks....................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing audit refers as a systematic, independent and comprehensive examination of
an organisational marketing activities. It is creates for evaluating all assets and marketing
condition that use for expansion of business (Akisik and Gal, 2017). Marketing audit cover all
related informations of a company. This report is based on the Starbucks that is situated at the
Seattle, Washington, United State. It provides baked goods, coffee beverages etc. for the
worldwide area. In this report, it will describe a detailed information about the company's
background. Further, it will discuss about the macro and micro analysis and competitive analysis
with using strategic groups and perceptual mappings. Lastly, it will consider SWOT
investigation for the Starbucks.
MAIN BODY
Organisational background.
Starbucks company is established in 1971 by Gordon Bowker, Jerry Baldwin and Zev
Siegal at the historic pike place market in Seattle. These founders are coming from the academia
and they all like tea and coffee. Another entrepreneur name Alfred Peet was a main inspiration to
the founders of the company Starbucks. In the early 1980s, management team of this
organisation opened four branches in Settle that stood out from its competitors. Its major
competitors have top quality fresh roasted tea and coffee beans. Owner of the company
privileged to connect with several consumers every day continuously in more than 80 markets.
Mission of Starbucks – To nurture and inspire the human spirit with one cup, one person and
one neighbourhood at a particular time frame.
Branches or stores – Its major stores are a neighbourhood gathering destination for meet out
with relatives, family and friends (Boiral and et.al., 2018). All stores of Starbucks also use for
office meetings and events. Its potential customers enjoy an inviting atmosphere, its basic quality
service in more than 28100 stores.
Products – This organisation provides several types of cold and hot drinks, micro grounded
instant coffee that is known as VIA, whole bean coffee, Espresso, Caffe latte. In tea products, it
offers loose and full leaf teas and Teavana tea products. In Merchandise, it provides accessories
& mugs, gifts & packaged goods, verismo system by Starbucks.
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