Marketing Development Report
Added on 2020-03-16
8 Pages1772 Words44 Views
Running head: MARKETING REPORT DEVELOPMENT Marketing Report DevelopmentName of the Student Name of the University Author note
1MARKETING REPORT DEVELOPMENTIntroduction Starbucks is a coffee company based in Seattle, America, with the mission ofinspiring and nurturing the human kind. From the very tome of its inception, Starbucks hasbeen a company of one of a kind. It had created a unique brand identity and image for beingmore successful within the global market. The company has been capable of differentiatingitself in the competitive environment through different strategies. The company has alwaysbeen priding itself for the assurance of quality of its products along with a distinct brandmarketing strategy (Armstrong et al., 2015). The organization has always made their finequality products speaking for themselves. This marketing report will do and internal andenvironmental analysis for the organization to find out the strategic intent of Starbucks. Environmental Analysis Considering the global environment of Starbucks, political factors can be very muchsignificant for Starbucks as the rules and regulations of the countries they business with forthe raw materials. The continuing international economic recession is also another factor thatcan affect the business of Starbucks that the company always has to deal with the risingoperational and labor costs on a global level (Strauss, 2016). The rising frequency of startupscan also be a huge social threat for the company. The changing patterns of work, foodpreferences and family patterns can also affect the business environment. However, theemerging mobile waves have helped the company to attract more customers.
2MARKETING REPORT DEVELOPMENTSWOT Analysis StrengthAs stated by Harrington et al. (2017) as a brand, Starbucks tends to occupy majorityof the coffee industry. The brand image is quite strong due to its innovative marketingstrategy such as their prominent logo and rigorous advertising campaign. It should be notedthat the company mostly spends a little amount of money for their media promotions and theytend to focus on expanding the numbers of stores. Therefore it is nearly difficult for thecustomers to look for any substitutions. The brand is nearly present at every corner. Starbucksalso utilizes their customers promoting for them while holding a drink in their hand.WeaknessAccording to Palmer, Simmons & Mason (2014) a major weakness of the brand isthat it does not really have many products other than coffee. Starbucks is trying quite hard,but it has not been much successful yet. Another major weakness of the brand is the highprice. There are a large section of consumers who may not opt for the brand for savingmoney. Starbucks also has huge lines in the peak hours. Also, Starbucks is mostly dependenton the U.S market other than any other country. OpportunitiesStarbucks has expanded the product lines in recent times. As indicated by Atwal &Williams (2017) they are also opting for more products other than the tea and coffee.Starbucks has started promoting the food items such as brunch or breakfast foods other thanthe strict stereotypical coffees. Starbucks also offers happy hour facilities as money savingoptions for the customers. The organization should extend such deals more, so that they canattract more customers while they expand to different countries other than the Europeanvicinity.
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