Starbucks Marketing Strategy

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MG410 CONSUMER BEHAVIOUR SEMESTER 2, 2012 ASSIGNMENT ONE CASE STUDY STARBUCKS 2006 – MARKETING STRATEGY IN ACTION Table of Content Page # Introduction 3 SWOT Analysis 4 Answers 5 Conclusion 8 Bibliography 9 Starbucks Corporation is one of the most growing and influential companies in the world. It is renowned for its high quality roasted coffee beans and providing a new culture of coffee to the coffee lovers out there. It began in the year 1971 in Seattle, United States of America, with a mission stating as “To inspire and nurture the human spirit- one person, one cup and one neighborhood at a time”. The analysis is spread over the main areas concerning the history of Starbucks illustrated in the chart line below, secondly a discussion of the SWOT analysis of Starbucks Corporation, thirdly discussion of the answers to the questions in the case with the analysis from the SWOT discussion followed by a conclusion. To begin with, find below the history chart line of Starbucks which represents the important incidents that had happened in the past and pointing to the future. Starbucks has introduced many coffee line products, has aggressively spread into the international market, along with many important decisions in terms of marketing strategies and skills, has re-emerged from a private company into a public company, partnering with other beverage companies, entering into licensing agreements, and diversifying its services into diner services, internet service and cafes. Table 1.0 The Chart Line of Important Incidents in Starbucks Corporation Moving onto the SWOT Analysis of Starbucks, this is discussed below: Strength(s): 1) Starbucks Corporation has launched variety of coffee line beverages from lattes, Espressos, Frapucinno, coffee ice cream. This provides the target market to enjoy the more

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