Starbuck's Marketing Analysis Essay

Decent Essays
Statement of the Problem
Starbucks Coffee Company is the leading retailer, roaster and brand of specialty coffee in the world. The goal of Starbucks is to establish the company as the premier purveyor of the finest coffee in the world while maintaining the organization's uncompromising principles. In addition, Starbucks wants to develop its brand beyond being the preferred outlet from which to purchase coffee to becoming the preferred consumer brand.
The coffee company has capitalized on the new found popularity of specialty coffee with its addition of coffee bars globally. Starbucks Common Stock increased from $3.31 per share in 1994 to $10.00 per share by the mid 1990's. Despite the success of Starbucks, the company is faced
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Additionally, as strong as the Starbucks brand has become nationally, the company is challenged to hedge against the smaller specialty coffee chains and even the individual local coffee outlets.
The fact that coffee consumption in foreign markets far surpasses that of the United States provides adequate justification for taking Starbucks to the international market. Its rapid growth over the past few years, while notable, has not generated capital sufficient to finance a broad entrance into the international market.
Starbucks' entry into the Asian-Pacific Rim market has served as a learning experience for venturing beyond the national boarders. Whereas, Starbucks has built a strong Supply Chain Organization (SCO) to serve its national expansion, the need to further develop its SCO has become obvious. Fortunately, the relationships Starbucks has developed with exporters in the major coffee producing regions of the world may serve them well to develop a global SCO for expediting shipments of Starbucks products anywhere in the world.
While the international market presents a great opportunity for expansion, much opportunity exists nationally for Starbucks. Although Starbucks has built its brand on the strength of its national retail stores, through a diversity of other business opportunities it has enhanced its
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