Mgmt 3350 Essay

978 Words4 Pages
Brienna Martinez MKTG 3303 4/26/14 MKTG 3303 Starbucks Case Study Starbucks is an American global coffee company that was founded in 1971. The coffee powerhouse has expanded to more than 50 countries around the world as well as having 11,000 stores in the U.S alone. Macro environment factors are uncontrollable external factors that affect how a business operates. They are often broken down into the abbreviation PEST that stands for political, economic, and social and technology concerns. The political Concerns that Starbucks faces are things like tax policies, government safety regulations, trade tariffs, government and international stability. These political factors all affect Starbucks and have an impact on its business. An example would be the ICA (International Coffee Agreement) quota that the government of the USA retreated; this meant that price control and coffee quotas had now ended. The ICA previously controlled the price control and coffee quotas, but after the removal of the agreement, farmers would now suffer as well as Starbucks for an external factor that was out of their control. The Economic concerns are too do with the Economy and recently the economy has been on a decline meaning that the purchasing power of Americans has resulted in the demand of Starbucks products and services to fall. This situation is out of Starbucks’s hands and leads to the results of a fall in revenue simply due to the economic factors of an economy. The social-cultural concerns are things like the consumer habits that form or the changes in what people are buying. A change that has affected Starbucks is the urbanization that has occurred across America. This has helped Starbucks since many of its stores are located in urban areas in the city. This has lead to an increase in education levels among people living in the city and such people are ideal targets to
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