最新Company Starbucks Marketing Report 星巴克市场营销分析英文版.docx

1、最新Company Starbucks Marketing Report 星巴克市场营销分析英文版Company Starbucks Marketing Report 星巴克市场营销分析英文版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

2、 Number:16 Name : AnnaGroup :Grace Date: December 10, 2014Executive summary The purpose of 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 wea

3、kness and ones that took of these strategies a suitable new product was then developed.The 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 mark

4、et. Starbucks has made great business achievement in Chinese market, while it is also challenged 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,

5、this paper researched on the Startbucks marketing strategies, analyses Startbucks operating 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

6、 magazines about this company Group: Grace Date :December 10, 2014Table of Contents1.Introduction52.Company Background62.1About the company .62.1.1History .62.1.2 Mission.72.1.3 Values 72.2 Products.8 2.1.4Target Markets / Market Segments .82.1.5Market share.8 Major competitors .92.1.6Table 1: direc

7、t competitor to Starbucks.103. Environmental Analysis .113.1External.11 3.1.1PEST/PESTL.113.1.2Competitive Forces.123.1.3External Opportunities and Threats143.2Internal Analysis.153.2.1Identification of SWOT elements.153.2.2Evaluation of SWOT elements173.2.3Analyze and Rank.183.3Strategies.193.3.1St

8、rategies development.193.3.2Identify strategic fit203.3.3Table 2:SWOT/ Strategies Matrix.214Product Development.214.1Strategy Selection.214.2Product Selection.234.2.1Idea generation234.2.2Marketing Strategy.254.2.2.1 Demographic.265Conclusion.266Reference.277Appendix287.1Idea generation .287.2Team R

9、eport.28 7.2.1 Individual Member Activity Report.28 1 IntroductionWe 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 conti

10、nues to shapethe company. With over 11000 outlets in more than 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 marketin

11、g strategy being implemented by Starbucks, and will evaluate the 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 HistoryFou

12、nded in 1971 with the opening of the 1st location in Seattles Pike Place Market selling coffee beans onlyHoward Schultz joined Starbucks in 1982 as director of retail operations and marketingSchultz purchased the company in 1987 and Starbucks Coffee Company opened the first store to sell brew coffee

13、 and espresso beveragesCompleted IPO on NASDAQ in 1992 under the trading symbol “SBUX”, thus opening a new chapter of growth for the companyCurrently 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

14、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 profita

15、bility for the companys success2.1.3ValuesStarbuckss net earnings in 2011 were $417.80 million, which is a significant increase from 124.570 million, Furthermore, its revenues grow from $10.383 billion in 2008 to $11.7 billion in 2011. The increase in revenue and sales was direct result of the numer

16、ous new stores that were opened. During this period Starbucks stores grow 508 percent from 8400 stores to over 12000 across 39 countries. Now, Starbucks have more than 13000 stores and 145000 employees. And until 2013, sales had increase to $14.982 billion 2.2Product2.2.1 Target Market The target ma

17、rket of Starbuck in china is located in super-large city level, and economically developed coastal areas and relatively developed city of secondary cities with higher education, the upper middle class with higher income or random consumer and coffee lovers, this part of the population belongs to the

18、 pursuit of quality social upper class and the pursuit of social fashion of social middle class. Starbucks target market is a middle class as the mainstream of social class. Starbucks is the implementation of differentiated marketing strategy; provide a great diversity of products and services for t

19、he different cub market. Starbucks implemented the strategy of these differences of target market for different market segments to customize different products and services, and to develop different marketing strategies, to meet different consumer needs, better to expand sales.2.2.2 Market ShareStar

20、buck is the fifth largest consumer food service brand in the world. Starbuck opens three new stores every single day. Now 15,269 outlets of Starbuck operated, As of November 2014, Starbucks is present in 67 countries and territories. However, 61 of its 84 locations were closed in Australia 2008. Bes

21、ides, the traffic volume and sales is continually decreasing recently. Therefore, it is vital to examine the reasons for declining market share, and to offer approach to improve the market performance and increase its market share.2.2.3 Major CompetitorsStarbucks belongs to market follower, facing t

22、he competition can be divided into four categories.a)Coffee competition: such as, Dietrichs coffee, Petes coffee, and Caribou Coffee company. These companys product is similar to Starbuck and the price and qualities are also same. b)Convenience store competition: these type of coffee store are more

23、attractive than Starbucks for the customers who are in college and office worker. Due to these store you can find in every corner of street and the cost for these stores to open is lower than Starbuck.c)Fast food restaurants sell coffee : such as McDonalds, KFC, Pizza Hut and Dunkin Donuts. These fa

24、st food company are more common in every city. In addition, these stores coffee are more cheaper than Starbuck and they can provide many kinds of food and drinks.d)Fixed coffee machine: this way to shell coffee can save cost of employees and store rent. For the customer, it is more convenient and qu

25、ick, also the price is cheaper than the coffee are sold in coffee shop.2.2.4 Table 1: direct competitor to Starbucks FirmProduct line BreadthRevenues(2010) in Millions% of Total Group RevenuesStarbucksHigh10,70727%Dunkin DonutsModerate5,50014%McDonaldsModerate2,4006%Green Mountain Coffee RoastersLow

26、8032%Kraft Foods , Inc.Low3,1008%Nestle S.A.Low17,70044%3 Environmental Analysis 3.1.1 PEST3.1.1.1 Polity: The relationship between China and American has improved , thus the prospect of development between two countries is visible. The Chinese policy also provide a wide market for Starbucks.3.1.1.2

27、 Economic: the residences consumption level is increasing in China which provide a wide market for Starbucks. Also with the improve of citizens salary, Chinese purchasing power gradually increased , a cup of $3 coffee is not a luxury any more.3.1.1.3 Social: Chinese culture affects Chinese action an

28、d thought. Moreover, the Starbucks core value is also emphasize kindness bring people a lot. So, it also advocate environment is the same important as coffee3.1.1.4 Technology : Starbucks hold advanced coffee bake skill which appealed Chinese attraction mode a stable technology foundation. Besides,

29、via the internet advertise its can spread their coffee culture.3.1.2 Competitive Forces3.1.2.1 Customs:Starbucks initially targeted young student, social classes and neighborhoods that would be most reparative to the idea of buying $3 a cup of coffee and spending time with friends at their stores. W

30、ith rapid growth and expansion, Starbucks target market expanded rapidly to include every individual of every age. Starbucks can provide customers a comfortable release place which they can reading, thinking, writing, or even a daze. The coffee giant achieved these using creature comforts, such as comfortable furniture, wireless internet relaxing music and common area for collaboration. While Starbucks stores are positioned as l