Research Project on Marketing Strategies of Starbucks

MARKETING

Table of Contents
INTRODUCTION..........................................................................................................................3
TASK 1............................................................................................................................................3
Macro environmental analysis and various ethical issues ..........................................................3
TASK 2............................................................................................................................................5
Segmentation of customers done by Starbucks .........................................................................5
TASK 3 ...........................................................................................................................................6
Implementation of marketing strategies by Starbucks................................................................6
CONCLUSION................................................................................................................................8
REFERENCES ...........................................................................................................................10

INTRODUCTION
Marketing strategies plays an important role in order to accomplish goals and objectives
of organisation. Every organisation has certain strategies which is implemented by marketing
manager for growth and expansion of business firms. There are various factors which are applied
by organisation in order to promote their brand in marketplace. It helps to sustain a strong place
in marketplace (Armstrong, and et. al., 2014). There are different approaches of marketing is
implemented by management of organisation in order to maintain the productivity of different
products. There are various factors which hinders the performance of organisation. In order to
inculcate with these hindrance management of organisation tries to implement new and
innovative methods in order to increase the performance of organisation. This research project
concerned with different marketing strategies implemented by management of Starbucks. This
organisation is based on selling of coffee. It is termed as second wave coffee which provide
service of different flavour of coffee for its loyal customer.
TASK 1
Macro environmental analysis and various ethical issues
There are various types of micro and macro environmental factors which affect the
performance of organisation. In order to solve various issues management of organisation
implement various approaches of analysis to determine those issues and find effective solution in
order to solve these issues. As these macro environmental factor are uncontrollable by the
management so organisation apply pestle analysis in order to determine these uncontrollable
factor. Starbucks also tries find various ethical issues and implement different strategies in order
to solve those ethical issues (Buttery, and et. al 2011). The detailed explanation of pestle
analysis is given below:
There are six factor which affect business of Starbucks such as political, economic, social,
technological, legal, environmental.
Political factor:
This factor includes about the policies of government which is imposed by government
of UK. Various types of rules and regulation hinders the performance of organisation. The
organisation is being blamed by employee working in organisation that the management have

violated the rules of wages which is made by the government. They have filed the suit in court.
Starbucks uses raw material to carry out its daily operations and in order to maintain continuous
supply. It is greatly affected by the laws that are made by the government towards supply for this
industry. Political bodies of developing companies are becoming more cautious about their
polices which restrict the profit margins for referred enterprise.
Economic factor:
This is most essential factor in al operation of organisation is being done. These
economic factor include inflation rate, import laws, exchange rates, and interest rates. As
organisation import coffee from different nations it remains effected by the prime external
economic drivers which is the rate of inflation for Starbucks raw material. Management should
recognise the changes which is being done by government in import laws reduce the quantity of
importing. It also remains effected by the rise in labour and operations cost as it directly impacts
the operational cost for the referred enterprise.
Social factor:
Starbucks is committed with its loyal customer in order to provide better quality of
coffee. For this organisation implement different types of methods in order to provide better
quality of service to its loyal customer. It is also concerned to gain different views of customer in
order to know the desire of customer which helps to attain the goals and objectives of
organisation (Chan, and Guillet, 2011). Organisation should follows the norms of government
which is made for protection of society. It also helps to give opportunities to local people in
order to give opportunity of employment. It is difficult to sell coffee at much high price as it may
lead to a compromise with the quality of services. This is one of the most common issue which is
faced by the start-ups. The referred enterprise needs to remain updated with the change in trends
and the variations in customer’s preferences.
Technological factor:
Management of organisation needs to implement various new and innovative methods in
order to improve its services at the cafe. In order to provide qualitative service to its loyal
customer management of Starbucks implement different types of new and innovative
technologies methods in order to enhance the growth of organisation. These innovative
technologies help to improve skills and knowledge of employees working in organisation. It
leads to enhance the productivity of organisation. These innovative technologies help to