This paper explores the global strategies of McDonald’s Corporation and Starbucks Corporation. An overview of the company histories is included along with the basic business philosophies. The focus of the paper is on the marketing strategies, both domestic and international, examining the marketing mix for each company. The four P’s of marketing are detailed with examples of how each company uses them to their advantage. The reasons for the successful global expansion of both companies are incorporated
Starbucks Marketing Strategy Unconventionally Effective By studying the Starbucks Marketing Strategy you will be able to apply the principle of success that worked for them in a big way. The history of Starbucks and its expansion give this company the respect of being a model for other businesses to look up to. Why not take full advantage of this icon? From only one store more than 30 years ago in Seattle to its still growing empire today with thousands of outlets in the United States and in
1. Strategic Group of the Company and the Dynamics of the Industry Structure 5 2.2. Starbucks in Romania - Market Environment 6 CHAPTER 3 8 Organizational Purpose 8 3.1. Mission and Vision 8 3.2. Values and Objectives 9 CHAPTER 4 9 Diagnosing the Strategic Capabilities within the Company 9 4.1. SWOT Analysis 10 4.2. Starbucks’ Corporate Capabilities 11 CHAPTER 5 12 Limitations of Starbucks Strategic Management and Capabilities 12 CHAPTER 6 14 Strategy Development 14 6.1
Research and Development capabilities 2 3.1.4 Relationships with established players 2 3.1.5 The Starbucks Experience 2 3.2 Weaknesses 2 3.2.1 Criticism and controversies dilute brand value 2 3.2.2 Lack of Diversification 2 3.2.3 Product recalls affect margins and brand image 2 3.3 Opportunities 2 3.3.1 Growth through acquisitions and partnerships 2 3.3.2 Introduction of Starbucks VIA coffee essence in Japan and China 2 3.3.3 Rapid expansion in China and entrance into a new market –
External Environmental Analysis of Starbucks and the Coffee Industry Harold Brown Strategic Management March 3, 2011 External Analysis of Starbucks 2 Contents 1.0.0. Executive Summary ...................................................................................................................... 5 2.0.0. Company History ................................................................................................................................ 8 2.1.0. Background ..............
Style. The range included a variety of new food-preparation and cooking products that encapsulate the trend towards a cosmopolitan lifestyle. The product line began with a limited range of semi-commercial kitchen electrical appliances, from espresso coffee machines to sandwich toasters. Sunbeam’s initial target market was food lovers and those who searched for premium products in terms of quality and durability. See the complete set of products in the product range listed in Figure 1. Café Series
Eastern U.S. coffee chain, has ambitious plans to expand into a national powerhouse, on a par with Starbucks. But Dunkin’ is no Starbucks. In fact, it doesn’t want to be. It targets a very different kind of customer with a very different value proposition. Grab yourself some coffee and read on. L ast year, Dunkin’ Donuts paid dozens of faithful customers in Phoenix, Chicago, and Charlotte, North Carolina, $100 a week to buy coffee at Starbucks instead. At the same time, the no-frills coffee chain
................................................................. 45 Attitudes To Shopping ............................................................................................................ 46 Main Household Food and Non-food Consumables Shop ...................................................... 47 Top-up Food Shopping ........................................................................................................... 47 Shopping for Big-ticket Items ...........................
United States may want a hamburger, french fries, and a Diet Coke. Wants are described in terms of objects (or actions) that satisfy needs. See: Macaroni Grill – having jug wine on the tables. Demands: Demands are wants backed by buying power. People have almost unlimited wants, but limited resources. They choose product that produces the most benefit for their money. In times of recession or higher gas prices, people still travel but may shorten their stay or substitute destinations
thought that interest in mistakes would be so enduring? Many of you are past users, a few even for decades. I hope you will find this new edition a worthy successor to earlier editions. I think this may even be my best book. The new Google and Starbucks cases should arouse keen student interest, and may even inspire another generation of entrepreneurs. A fair number of the older cases have faced significant changes in the last few years, for better or for worse, and these we have captured to