Singapore Starbucks Marketing

1414 Words Oct 13th, 2012 6 Pages
1. INTRODUCTION

Starbucks Coffee Company was founded in Seattle in 1971, Pike Place Market by Jerry Baldwin, Gordon Bowker and Zev Siegl, with a vision to educate the consumers about fine coffees. Starbucks began to expand when Howard Schults took it over in 1987. Since then, Starbucks grew from a small, regional business into the undisputed leader in the specialty coffee industry, and privileged to connect with millions of customer every day with 18,000 retail in 60 countries

2. STARBUCKS MACRO ENVIRONMENTAL & MICRO ENVIRONMENTAL FORCES

2.1 Starbucks macro environmental force (Cultural factor) 2.1.1 Singapore community structure Singapore is known for its diversity, made up of various ethnic groups: Chinese, Malays and Indians.
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Another example would also be ‘Bare Your Sole – A Barefoot Charity Walk’. This project supports children and adults who live developing countries & disaster-stricken places, raising much needed funds for projects to improve these people's living conditions by building homes and fighting poverty. Starbucks also contributed to the event providing coffee refreshments and sponsored beverage vouchers for all participants as a gesture of saying Thanks.

2.2 Starbucks micro environmental force (Competitor factor)

Competition is steadily growing against Starbucks each year as the industry grows. Despite the opportunities that exist for Starbucks in Singapore, there are still obstacles that Starbucks must overcome to be successful in Singapore. With Starbucks’ entry into the Asian market, bigger retail stores, like Suntec Dome Holdings, are already gearing up for a coffee battle. However, smaller companies like Spinelli are welcoming Starbucks’ entry. One of Starbucks’ biggest competitors, Suntec Dome Holdings, has already established itself in Singapore. Spinelli, a smaller competitor, also plans to expand into the region. With these plans of expansion having been completed by the year 2000, Spinelli will be potentially a major threat to Starbucks. More well-known coffee spots to Singaporeans are Coffee Connection and Coffee Club, which are also direct competitors of Starbucks. The customers that go to Coffee Connection and Coffee Club

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