Research Marketing Analysis 2022

Running head: MARKETING
Marketing

MARKETING 2
Contents
Introduction......................................................................................................................................2
Analysis...........................................................................................................................................2
Market Research..............................................................................................................................3
Value chain analysis........................................................................................................................3
Key factor that impacts on the promotion of the New Product.......................................................5
Unique positioning...........................................................................................................................6
Financial Resources.........................................................................................................................7
Market Entrance strategy.................................................................................................................7
Potential Risks.................................................................................................................................8
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

MARKETING 3
Introduction
In the year 1971 the two teachers of Seattle’s Pike place Market had opened the first retail shop
called Starbucks. The company used to sell the ground coffee, bean, spices and tea. The
company now has around 20,000 of stores around the World that is from Columbia to Monaco
and many others. The company has been famous for its innovation and that is the reason of the
constant growth of the company. Starbucks is a unique for its ethical sourcing initiatives, health
benefits to the employee stock options. The company evolution is continuous in all over the
World. The company had a global marketing phenomenon and reinvents their operations that
suits their ambitions of growth but remains always honest for serving the coffee in the
atmosphere which is friendly (Glowik, 2017). In the coffee house industry the company is the
first who had pioneer in many regions around the World. The company by virtue had introduced
the concept of coffee mainly in the Asia Specific countries. The company has also reinventing
itself in the countries where the culture of coffee house is very sophisticated like European
countries. It becomes compulsion for the company to analyze their strategy before entering into
any new market. In this report the market strategy of Starbucks will be discussed that how it will
enter into a new market in the country of Morocco and what will be their strategy before entering
into Morocco. In this report market analysis will be done entering into a new market of Morocco
and the Starbucks newly launched ice cream that how it will work in the market (Taecharungroj,
2017).
Analysis
Starbucks focuses on the market analysis before entering into any country. The strategy that has
been followed by the company is differentiation strategy. The differentiated products strategy
had been used by the company within the target consumer market (Alwaleed, Huwail, Singh, and
AlMejhem, 2019).
The company for the expansion its operations in the international market they are offering a
premium quality coffee experience to the international customers and with aesthetically designed
ambiance. The company is assured and there is the uniformity in their marketing strategy as they
only use the third party mediums for their marketing strategy (Sholihah, Ali, Ahmed, and
Prabandari, 2016).

MARKETING 4
Market Research
Starbuck had earned the reputation by possessing the excellent network of distribution that is
between the specialty of the coffee industry which is very different from its growth strategy
(Harrington, Ottenbacher, and Fauser, 2017). The company has the strategy before entering into
any market firstly the company do the in depth research of the market. It helps the company in
penetrate easily and in an effective manner. The company also by this process gets the attention
in the targeted market (Lakshminarayanan, Maggio, and Best, 2017).
Value chain analysis
Inbound Logistic Starbucks inbound logistics had been refer to those coffee buyers who
are appointed by the company to select the best quality of the coffee
beans from the producers in the Asia, Africa and Latin America. In
Starbuck case the unroasted or green are directly procured from the
farms of the Starbuck buyers (Samper, Giovannucci, and Marques
Vieira, 2017).
Outbound Logistic There are very few or having no presence of the intermediaries in the
selling of the product. The products are majorly sold either by their
own or by the licensed stores only. By having a new venture or the
company sold through some of the retailers who has the lead in the
market (Ramaswamy, and Ozcan, 2016).
Operations: In almost 75 markets Starbucks operates, either the company itself
owned stores or by through franchising the stores. The company has
24,000 stores all around the World. The company includes Starbucks
Coffee, Seattle’s Best Coffee, Evolution Fresh and Teavana retail
locations. The company earns revenue around 79% from the stores
operated by the company (Ramaswamy, and Ozcan, 2016).
Services The aim of the Starbucks to build loyal customers through the stores by