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Marketing Audit for Staarbucks 1.0 Executive Summary Starbucks is the leading specialty coffee and roaster retailer in the industry, with over 9,000 stores worldwide.
Submitted by jermijah on April 23, 2006
Category: Miscellaneous
Words: 2958 | Pages: 12
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1.0 Executive Summary
Starbucks is the leading specialty coffee and roaster retailer in the industry, with over 9,000 stores worldwide. Likewise, Starbucks strives to provide appealing products demanded by its customers. Its vision is to "establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow" (Starbucks.com). While most specialty retailers dream of becoming the leader in the coffee industry, Starbucks is the leading segment giant, with its main objective to establish itself as the most recognized and respected brand in the world. Through careful strategic planning, Starbucks has attained their goals of rapid expansion in the retail operations, growth in its specialty sales, the ability to pursue opportunities of their choice to provide sustainability of the Starbucks brand.
2.0 Table of Contents
1.0 EXECUTIVE SUMMARY 2
2.0 TABLE OF CONTENTS 3
3.0 ENVIRONMENTAL ASPECTS 4
3.1 DEMOGRAPHICS 4
3.2 CUSTOMERS 5
3.3 COMPETITION 6
4.0 MARKETING 8
4.1 OBJECTIVES 8
4.2 STRATEGIES 8
4.3 TACTICS 9
4.4 THE 4 P'S 9
A. Product 9
B. Price 10
C. Place 11
D. Promotion 11
E. Organization 11
5.0 CONCLUSION AND RECOMMENDATIONS 12
EXHIBIT 1 STARBUCKS INCOME STATEMENT 13
REFERENCE: 14
3.0 Environmental Aspects
3.1 Demographics
Although instant coffee will continue to be the dominate factor of in-home consumption, changing demographics such as the aging population will likely commence the decline of coffee drinkers as the baby boomers turn 55 years of age. This decline is the result of baby boomers cutting back on their consumption of coffee due to the low tolerance (geriatric physiology) of caffeine.
Moreover, coffee drinkers are more sophisticated then ever and thereby, their taste in coffee is requiring...
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