Starbucks Marketing Management Essay

2540 Words11 Pages
Contents
A1. 2
a) 2
b) 2
POLITICAL 3
ECONOMIC 3
SOCIAL 3
TECHNOLOGICAL 3
ENVIRONMENTAL 3
LEGAL 3
c) 4
A2. 5
a) 5
b) 5
c) 6
d) 7
Decision Type 8
A3. 9
A4. 10
References 12

A1.
a)
Marketing management is defined as the process of overseeing and planning new product development, advertising, promotions and sales. Marketing management facilitates the activities and functions which are involved in the distribution of goods and services.
According to Philip Kotler, “Marketing management is the analysis, planning, implementation and control of programs designed to bring about desired exchanges with target markets for the purpose of achieving organizational objectives. It relies heavily on designing the organizations’ offering in terms of the
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Activism and increased political awareness in developing countries have made this essential.
ECONOMIC
The ongoing global economic recession is the prime external economic driver for Starbucks. This factor dented the profitability of Starbucks. This has convinced buyers to shift to cheaper alternatives. As they did not quit buying coffee, Starbucks should seek an opportunity here.
SOCIAL
Starbucks can offer cheaper products but it might have to sacrifice the quality. This is the main socio-cultural challenge that the start-up faces. It will expand consumer base to include the buyers from the lower and the middle-income tiers.
TECHNOLOGICAL
The company introduced Wi-Fi capabilities in its outlets already. Internet is important to the consumers. They can now surf the web and do work while sipping Starbucks coffee. This is an added value to the brand. It enhances the overall consumer experience
ENVIRONMENTAL
Many Starbucks business practices concern activists and international advocacy groups. Even the consumers have expressed issues. So, the company should take these into account to continue holding consumers’
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