Marketing Audit of Starbucks in UK

MARKETING AUDIT OF STARBUCKS IN UK

Executive summary
Starbucks is a well-known coffee chain of America that started its operations in the year 1998
and from then it has been recording good growth within the nation. It has a presence of more
than 800 stores in UK and is regarded as second most popular coffee chain after costa coffee.
The operations in UK have been quite successful one but the recent brexit issue has reduced sales
in its stores. It further faced some taxation and gun policy issue that created a negative image.
Nonetheless, it is quite active in the area of technology as well as environmental concerns which
gives the company an edge over the competitors. But the high priced offering is posing a threat
for the company followed by the presence of Non-specialist shops and those who offer low
priced coffee than Starbucks. In this regard, the company is requited to reduce its pricing so as to
suit the needs of consumers and also offer healthy offering to them so as to maintain its future
sustainability in the long run.

Table of Contents
Introduction to the audit..............................................................................................................................4
Company/ brand background of Starbucks in UK.......................................................................................4
Macro analysis of Starbucks in UK through pestle analysis........................................................................5
Micro analysis of Starbucks.........................................................................................................................7
Competitive analysis for reviewing Starbucks two closest competitors.......................................................9
SWOT analysis of Starbucks.......................................................................................................................9
Conclude with the strategic priorities for the coming year, based on your analysis of the current situation
................................................................................................................................................................... 11
References.................................................................................................................................................12