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1、Company Starbucks Marketing ReportProduced byNames1. Student Number:9 Name : Grace2. Student Number:1 Name : Ann3. Student Number:2 Name : Tom4. Student Number:8 Name : SerenaReport date : 2014/12/105. Student Number:16 Name : AnnaGroup :Grace Date: December 10, 2014Executive summary The purpose of
2、this report was to identify a suitable for Startbucks to introduce into a target market. As part of this process a strategic analysis was conducted to the environment. Strategies that mitigated threats and weakness and ones that took of these strategies a suitable new product was then developed.The
3、booming of Chinese economy nourishes a broad coffee consumption market. Against this macroeconomic background, Starbucks puts the Chinese market into the first place of its overseas market except American market. Starbucks has made great business achievement in Chinese market, while it is also chall
4、enged by the devaluation of Startbucks brand and the downgrade of its core competitiveness. based on the background, product and environment analysis and strategy making ,analyses on many related literatures, this paper researched on the Startbucks marketing strategies, analyses Startbucks operating
5、 environment both internally and externally and summarizes the marketing strategies of Starbucks in china. The report was based on information from a range of data sources, including Starbucks websites and the magazines about this company Group: Grace Date :December 10, 2014Table of Contents1. Intro
6、duction52. Company Background62.1 About the company .62.1.1 History .62.1.2 Mission.72.1.3 Values 72.2 Products.82.1.4 Target Markets / Market Segments .82.1.5 Market share.8 Major competitors .92.1.6 Table 1: direct competitor to Starbucks.103. Environmental Analysis .113.1 External.11 3.1.1 PEST/P
7、ESTL.113.1.2 Competitive Forces.123.1.3 External Opportunities and Threats143.2 Internal Analysis.153.2.1 Identification of SWOT elements.153.2.2 Evaluation of SWOT elements173.2.3 Analyze and Rank.183.3 Strategies.193.3.1 Strategies development.193.3.2 Identify strategic fit203.3.3 Table 2:SWOT/ St
8、rategies Matrix.214 Product Development.214.1 Strategy Selection.214.2 Product Selection.234.2.1 Idea generation234.2.2 Marketing Strategy.254.2.2.1 Demographic.265 Conclusion.266 Reference.277 Appendix287.1 Idea generation .287.2 Team Report.28 7.2.1 Individual Member Activity Report.28 1 Introduct
9、ionWe are not in the coffee business, serving people .we are in the people business, serving coffee. That is the philosophy of Howard Schultz, chairman and chief global strategies of Starbucks. It is a philosophy that has shapedand continues to shapethe company. With over 11000 outlets in more than
10、36 countries, Starbucks is the worlds number one specialty coffee retailer. In order to understand the company comprehensively, we are going to take an in-depth look at Starbucks through this topics. This report will discuss the marketing strategy being implemented by Starbucks, and will evaluate th
11、e companys current marketing plan, including the products, external and internal environmental, product development, strategies and various other factors that affect its strategy.2 Company Background2.1. About the company2.1.1 History Founded in 1971 with the opening of the 1st location in Seattles
12、Pike Place Market selling coffee beans only Howard Schultz joined Starbucks in 1982 as director of retail operations and marketing Schultz purchased the company in 1987 and Starbucks Coffee Company opened the first store to sell brew coffee and espresso beverages Completed IPO on NASDAQ in 1992 unde
13、r the trading symbol “SBUX”, thus opening a new chapter of growth for the company Currently operating in 39 countries around the world with more than 13,000 stores and over 145,000 partners (employees) As of November 2014,Starbucks is present in 67 countries and territories2.1.2 Mission Starbucks has a mission statement of structuring a pleasant work environment in which employees are treated with respect and dignity, incorporating diversity in all its business aspects to deliver fresh coffee, satisfying customers, and developing profitability for
