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Title : Starbucks Marketing strategy
Table of Contents
1. Executive Summary……………………………………………………………………………………………………………………………………….p.3
2. Company Description……………………………………………………………………………………………………………………………………p.4
3. Strategic Focus and Plan…………………………………………………………………………………………………………………………….…p.4
-Mission/Vision…………………………………………………………………………………………………………………………………………..p.5
-Goals…………………………………………………………………………………………………………………………………………………………p.5
-Core competency …………………………………………………………………………………………………………………………………….p.5
4. Situation Analysis…………………………………………………………………………………………………………………………………………..p.6
-SWOT Analysis………………………………………………………………………………………………………………………………………….p.6
5. Market Product Focus…………………………………………………………………………………………………………………………..………p.8
-Starbucks marketing strategy…………………………………………………………………………………………………………………..p.9
-Marketing objectives…………………………………………………………………………………………………………………………….….p.10
-Points …(생략)
6. Marketing Strategy……….…………………………………………………………………………………………………………………………….p.12
7. Conclusion………………………………………………………………………………………………………………………………………………….p.14
8. Works Cited………………………………………………………………………………………………………………………………………….……p.16
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es worldwide. Started from a small coffee bean roasting shop in Washington, it now successfully has become a multinational organization by focusing on three main elements: unparalleled lists of goods, an unbeatable customer service, and a dedicated effort of continuous quality improvement. Being unable to further grow past 6 franchises in the 1970’s, Starbucks was bought by Howard Schultz and has been booming ever since.
It has reached this point by following 4 main ideals: the “everything matters” approach, the “five ways of being” approach, the upside-down pyramid and the idea of stressing total quality management. Starbucks viewed it necessary to treat its external customers to its optimum by offering a wide variety of products and services which are helpful in improving the organization in as many ways possible. In addition, Starbucks has never stopped brining improvements; by closely paying attention to economic trends analysis and trying to figure out what is their weakness ou
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