Starbucks Final Paper

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Marketing Plan Final Paper

Executive Summary

Starbucks is a dominant company based in the United States founded in 1971. After the current chairman Howard Schultz take over the business, Starbucks started to introduce specialty coffee beverages, food and entertainment product. In order to stabilized their position in the industry, identification of strengths and weakness, ability to define new opportunities as well as being aware of possible threats become essential.

Starbucks adopted the Societal Marketing Concept with the goal of not only deliver great customer value but also produce benefits to the communities and environment. Starbucks offers mainly coffee beverages supplement by pastries, sandwiches and cakes. However,
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Recently, Starbucks also introduce new flavours like Toffee Nut Latte, Mocha Praline and Peppermint Mocha Frappucinos respectively available in iced and hot versions. Starbuck’s ability to roll out new products in a relatively fast rate is a considerable competitive advantage for the company.

Ability to create a great shopping experience

When visiting a retail store of Starbucks, the customers are not only ensured to get beverages and food with the finest quality, they are greeted by friendly workers, enjoying first rate music and indulging themselves into a comfortable environment with great ambience designed to be cozy and intimate just like home. My recent visit to their store justified the above strengths as I was greeted with a big smile and they are happy to modify my Mocha according to my preference. The wooden tables and armchairs gave a soothing and peaceful atmosphere with reading material that will not keep you bored.

Weakness of Starbucks

Reliance on US markets

Being headquartered in the United States, Seattle, apparently statistics has shown that approximately 85% of its revenue is generated from its domestic US market. However, being an international brand with wide global presence and ranging operations, they should look into earning higher
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