Report on Starbucks Brand Facts Book
23 Pages4661 Words69 Views
Added on 2020-05-28
Report on Starbucks Brand Facts Book
Added on 2020-05-28
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Running head: STARBUCKS BRAND FACT BOOKStarbucks Brand Fact BookName of Student:Name of University:Author’s Note:
1STARBUCKS BRAND FACT BOOKExecutive Summary:The aim of this report is to provide a Starbucks brand facts book which provides adetailed review of all the aspects of the Starbucks Company. The detailed external and internalanalysis of the company including the SWOT analysis, PESTEL Analysis and Porter’s FiveForces has been mentioned. The mission and vision statement of the company are discussed indetail. The Ansoff Matrix and the Porter’s Generic Strategies have been discussed in detailed.The target market and the marketing mix has been discussed which have been explained clearly.The conclusion states the overview of the brand as a whole.
2STARBUCKS BRAND FACT BOOKTable of ContentsIntroduction:....................................................................................................................................5PART 1: External and Internal Analysis:........................................................................................6PESTLE Analysis:...........................................................................................................................6Impact of Political factors on Starbucks:.....................................................................................6Impact of Economic Factors on Starbucks:.................................................................................6Impact of Socio-Cultural Factors on Starbucks:..........................................................................6Impacts of Technological factors:...............................................................................................7Impact of legal factors:................................................................................................................7Porter’s Five Forces:........................................................................................................................7Threats of new entrants: Moderate:.............................................................................................7Threat of substitutes: Moderate to high:......................................................................................8Bargaining power of buyers: Moderate to low:...........................................................................8Bargaining power of suppliers: Low to moderate:......................................................................8Competitive rivalry: moderate to high:........................................................................................8SWOT Analysis:..............................................................................................................................8Strengths:.....................................................................................................................................9Quality profitability and ethicality:.........................................................................................9
3STARBUCKS BRAND FACT BOOKEfficiency and strategy for reinvestment:................................................................................9Employee treatment:................................................................................................................9Weaknesses:...............................................................................................................................10High Price point:....................................................................................................................10Lack of products that are too unique:....................................................................................10Opportunities:............................................................................................................................10Global expansion:..................................................................................................................10Introducing new products and co-branding:..........................................................................11Threats:......................................................................................................................................11Fierce competition from other cheap alternatives:................................................................11A specific market:..................................................................................................................11PART 2: Strategy:..........................................................................................................................12Mission and Vision:...................................................................................................................12Starbucks’ Vision Statement:................................................................................................12Starbucks’ Vision Statement:................................................................................................12Ansoff Matrix:...........................................................................................................................13Existing product and existing market (Market penetration):.................................................13Existing market and new product (Product Development):..................................................13New Market and existing product (Market Development):...................................................13New Market and New Product (Diversification):..................................................................13
4STARBUCKS BRAND FACT BOOKPorter’s Generic strategies:........................................................................................................14Differentiation for competitive advantage:............................................................................14Quality based differentiation at Starbucks:............................................................................14Ethical and customer friendly brand image:..........................................................................14Intensive Strategies:...................................................................................................................15Market penetration:................................................................................................................15Market development:.............................................................................................................15Product development:............................................................................................................15PART 3: Target Market:................................................................................................................15Segmentation:............................................................................................................................15Targeting:...................................................................................................................................16Positioning strategy:..................................................................................................................16PART 4: Marketing Mix:...............................................................................................................17Product:......................................................................................................................................17Price:..........................................................................................................................................17Place:..........................................................................................................................................17Promotion:.................................................................................................................................18Conclusion:....................................................................................................................................18References:....................................................................................................................................20
5STARBUCKS BRAND FACT BOOK
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