Starbucks Marketing Management

1355 WordsNov 30, 20096 Pages
I. OVERVIEW Starbucks is a leading retailer and roaster for brand specialty coffee in the world. It has stores located in the United States, Canada, Europe, Asia and the Middle East. It retails a variety of hot and cold beverages, complimentary food items, coffee related accessories and equipment, and other non-food products through retail stores worldwide. More than 20 years ago, the idea of Howard Schultz to bring a European-style coffeehouse to the United States, was become real with Starbucks. Growth is the engine that keeps our company achieving its goal of being the number 1 company in the Coffee Industry. II. PROBLEMS/OPPORTUNITIES  Should our company increase the number of new stores to continue growing its revenue and…show more content…
I recommend the company to focus on market development –finding new customers for existing products. By focusing on market development the company is toward its long term goal to have 30,000 stores worldwide. What our company sells is “Starbucks experience” not just coffee. People need to slow down, smell the coffee and enjoy life a little more through the music, the comfortable atmosphere and the excellent service that our company offers. I recommend that our company consider the fact to add more stores in current market areas to make it easier for more customers to visit. There is a huge coffee drinker market outside, 166 million in the United States without considering the coffee drinker market outside the United States. The new stores should include also drive-through windows to increase the customers in the morning rush period, an also the comfortable atmosphere music and comfy chairs for the customers that need to sit down and relax in the afternoon time. The product that our company offers “Starbucks Experience” will help us to expand globally. People around the world would like the experience, the good quality and the excellent service that our company offers. A good market is in Asia Pacific region where is the biggest number of stores opened outside the United States. I will suggest focusing on this market and opening more stores in this region. 
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