Strategic Marketing Management

STARBUCKS CORPORATION STRATEGIC MARKETING

TABLE OF CONTENTS

TOC \o "1-3 " \h \z \u HYPERLINK \l "_Toc1 " 1 .0 Introduction PAGEREF _Toc1 \h 2

HYPERLINK \l "_Toc2 " 1 .1 Company Background PAGEREF _Toc2 \h 2

HYPERLINK \l "_Toc3 " 1 .2 Products PAGEREF _Toc3 \h 2

HYPERLINK \l "_Toc4 " 1 .3 Milestones PAGEREF _Toc4 \h 3

HYPERLINK \l "_Toc5 " 2 .0 Marketing Strategy Concepts PAGEREF _Toc5 \h 5

HYPERLINK \l "_Toc6 " 3 .0 Planning principles and range of tools and techniques involved in planning a marketing strategy PAGEREF

_Toc6 \h 7

HYPERLINK \l "_Toc7 " 4 .0 Main marketing metrics that could be developed to produce a strategic marketing plan . PAGEREF _Toc7 \h 10

HYPERLINK \l "_Toc8 " 5 .0 Marketing Strategy options available in expanding to other regions PAGEREF _Toc8 \h 14

HYPERLINK \l "_Toc9 " 5 .1 A Cost Leadership Strategy PAGEREF _Toc9 \h 14

HYPERLINK \l "_Toc0 " 5 .2 A Differentiation Strategy PAGEREF _Toc0 \h 15

HYPERLINK \l "_Toc1 " 5 .3 A Focus Strategy PAGEREF _Toc1 \h 15

HYPERLINK \l "_Toc2 " 6 .0 Implications of changes in the marketing environment for an organization PAGEREF _Toc2 \h 16 HYPERLINK \l "_Toc3 " Assess the current changes in the marketing environment for an organization . PAGEREF _Toc3 \h 16

HYPERLINK \l "_Toc4 " 6 .1 Marketing Strategy Analysis PAGEREF _Toc4 \h 17

HYPERLINK \l "_Toc5 " 6 .2 SWOT analysis PAGEREF _Toc5 \h 18

HYPERLINK \l "_Toc6 " 7 .0 Conclusion PAGEREF _Toc6 \h 19

HYPERLINK \l "_Toc7 " REFERENCES PAGEREF _Toc7 \h 21 1 .0 Introduction

1 .1 Company Background

Starbucks was founded way back in 1971 by 3 Seattle entrepreneurs . It specializes in high-quality coffees brewed with Italian style espresso beverages and a variety of pastries and confections , and other coffee-related accessories and equipment . It operates through its retail stores . In addition to these sales Starbucks sells whole bean coffees through a specialty sales group and supermarkets , engages in the production and sale of bottled coffee drink and a line of premium ice creams through its joint venture partnerships , along with a line of innovative premium teas produced by its wholly owned subsidiaries

The Company 's objective is to be established as the most recognized and

respected branding in the whole world through rapidly expanding its retail operations , growing its specialty sales and other operations , and selectively pursuing opportunities to leverage the brand through the introduction of new products and the development of new distribution channels

1 .2 Products

Starbucks serves a variety of beverages including brewed HYPERLINK "http /en .wikipedia .org /wiki /Coffee " \o "Coffee " coffee , hot chocolate , espresso , HYPERLINK "http /en .wikipedia .org /wiki /Tea " \o "Tea " teas , and HYPERLINK "http /en .wikipedia .org /wiki /Frappuccino \o "Frappuccino " Frappuccino . Also available are bottled beverages including HYPERLINK "http /en .wikipedia .org /wiki /Naked_Juice " \o "Naked Juice " Naked Juice , HYPERLINK "http /en .wikipedia .org /wiki /Ethos_water " \o "Ethos water " Ethos water , HYPERLINK "http /en .wikipedia .org /wiki /San_Pellegrino " \o "San Pellegrino " San Pellegrino , HYPERLINK "http /en .wikipedia .org /wiki /Izze " \o "Izze " Izze soda , and HYPERLINK "http /en...