Strategic Marketing Assignment - Starbucks

STRATEGIC MARKETING

EXECUTIVE SUMMARY
Report highlights the launch of new product by Starbucks that is coffee flavour of fresh
vanilla with caramel in Nigeria country. Starbucks is a well- known brand of coffee shop that
supplies different variety of coffee beverages to their customers. It is located in approx 30000
areas worldwide. The report will throw light on PESTLE analysis that is conducted to examine
the available opportunities and threats that Starbucks will going to face in Nigeria. Introduction
of new coffee flavour will assist in generation of various negative impacts which have to be
handled by Starbucks in effective manner and this can be removed by conducting PESTLE
analysis. Apart from that, Starbucks should adopt porter generic strategy to gaining competitive
advantages properly. In this procedure, different dimension helps to analyse strength, potentials
and different core competence of business organisation. After implementing this strategy,
Starbucks can easily distinguish organisation's targeting segmentation and its competitive scope
to make positive modification and alteration in their business strategies.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION ..........................................................................................................................4
TASK 1 ...........................................................................................................................................5
PESTLE analysis of Nigeria to launch new flavour of coffee including opportunities and
threats .........................................................................................................................................5
TASK 2............................................................................................................................................6
Assess three modes of market-entry...........................................................................................6
TASK 3............................................................................................................................................6
Market segmentation and targeting.............................................................................................6
TASK 4............................................................................................................................................6
Porter's generic strategy..............................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES ...............................................................................................................................6

INTRODUCTION
Strategic marketing is an effective process that involve coming up with new and
innovative idea in order to satisfy customer's needs and wants. Organisation apply this concept to
examine the current market situation that is prevailing and make decision accordingly so that it
results in increase in growth and productivity at significant level. It also involves coming up with
new product that is launched by studying the preference or behaviour of consumers and result in
gratifying their desires (Preston, 2012). The report is about new product that has been introduced
by Starbucks which is new flavour of coffee (fresh vanilla with caramel) in Nigeria country.
Starbucks is well known brand name in coffee house chain and was established in Seattle,
Washington. It is different from other competitors due to its quality, taste as well as consumer's
preference which make them unique and famous. This assignment will highlight the discussion
about PESTLE analysis that will assist in examining various threats and opportunities that will
be faced by company in new country. Apart from it, evaluation of market segmentation and
targeting is performed to study potentials of target market.
TASK 1
PESTLE analysis of Nigeria to launch new flavour of coffee including opportunities and threats
Business organisation produce some products or services in order to meet needs and
wants so customers at market place (Dibb, 2012). Hence, they have to introduce some new and
developed product to assist their existing growth and development. Keeping this in view,
Starbucks should introduce new coffee flavour in Nigeria and the main reason behind it is to test
the customer's response to new flavour as well as to expand their current growth. Officially the
federal republic of Nigeria, is the constitutional republic comprising 36 states and its capital
territory, Abuja. The country is located in west Africa and shares border with Republic of Benin
in west, Chad and Cameroon in the east and Niger in the north (Fagbote and Olanipekun, 2010).
Nigeria is often referred to as the giant of Africa due to large population and economy. In
this context, pestle of a particular environment is adequately analysing, it provides the concise
information of the market in which a company intends to operate thereby enabling it to make
forecasts about future changes. PESTLE analysis helps to know the business environment of the
country while launching a new product. It is describing in detail with relation to emerging