Marketing Strategy Development for Starbucks

Running head: Marketing strategy development
Marketing strategy development
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1Marketing strategy development
Table of Contents
1. Introduction..............................................................................................................................2
1.1 Overview of the company......................................................................................................2
1.2 Vision and mission statement...........................................................................................3
2. Analysis of 5Cs........................................................................................................................4
2.1 Company................................................................................................................................4
2.2 Customers..............................................................................................................................7
2.3 Collaborators..........................................................................................................................7
2.4 Competitors............................................................................................................................8
2.5 Context...................................................................................................................................8
3. Collection of information.........................................................................................................9
3.1 What customers want?...........................................................................................................9
3.2 Which competitors pose a threat?..........................................................................................9
3.3 How the context of business is changing, if at all?..............................................................10
3.4 What role collaborators play in the process?.......................................................................10
4. Developing marketing strategy..............................................................................................10
4.1 Recommendation and justification......................................................................................10
5. Developing marketing tactics.................................................................................................11
5.1 Marketing mix.....................................................................................................................11
References......................................................................................................................................13

2Marketing strategy development

3Marketing strategy development
1. Introduction
Marketing plays a major role for strategy development of a business. Hence, strategy
developers or marketers give immense importance to the marketing and set a strategy in order to
carry out an effective marketing process. It is largely considered that effective marketing
determines the growth of a business (Kotabe & Helsen 2017). Thus, shedding light on the
importance marketing the paper will carry out an analysis on the business of the giant coffee
house Starbucks. The paper will start the discussion by giving a brief overview of the company
along with the value statement of the company. The further discussion elaborates on the essential
5Cs of Starbucks inclusive of company, customers, collaborators, competitors and context. In
order to carry out the analysis in a more integrated manner the study sheds light on the process of
the company’s information collection. In order to carry out the discussion in a more integrated
manner, the study will discuss the process through which the company research and collect
information on the customer requirement, market development and other aspects. The paper will
discuss on the future strategy of the company while suggesting a potential market for the
organization. Towards the conclusion, the study extends the recommendation along with a
marketing mix. Finally, the paper concludes with summarization of the whole discussion.
1.1 Overview of the company
Established in the year of 1971, sat bucks is the giant coffee chain house in the café
industry. The company opened its first outlet in the United States of America. Hence, the
business of Starbucks is based in United States. Starbucks opened its first outlet at Seattle’s
Western Avenue and then shifted in Pike Place (Starbucks Coffee Company 2018). Around the
year of 1996, the company started its business outside of United States in the year of 1996,