A Brief Marketing Audit of Starbucks Coffee, Inc.

1
A Brief Marketing Audit of Starbucks Coffee, Inc.
Group E, The Brewers Didier Acevedo, Justin
Martel, Daiskue Takesako Jonas Wongsriskulchai
2
Schultz Arrives, 1982
? Visionary
? Visits Italy
? Very Ambitious
3
Rapid Growth
? Snowball Effect
? 5,800 Stores
? Financial Power
? Employee Benefits
4
Target Market
? A Place/Company for Everyone
? Local Marketing
? Cultural Awareness
? Company Mission
5
Relationship with Target Market
? Website
? Atmosphere
? Wireless Accessibility
? Personal Experience
6
Supplier Relationships
? Fair Trade Coffee Act
? Giving Back
? Resulting Brand Equity
7
Products and Promotion
? Product Handout
? Distinctive Lingo
? Sweet Escape
? Non-Traditional Promo
? Word-of-Mouth
8
Pricing Strategies
? Value-Based Pricing
? 20 Avg. Price Increase
? Inelastic Demand
? Lets Do a SWOT
9
SWOT Analysis
Strengths
Opportunities
? Delivery or Street Vendors ? Keep Expanding ?
Better Protection from Volatility
? Corporate Control ? Visible Locations ? Low
Turnover
Weaknesses
Threats
? Cannibalization ? Marketing Myopia? ? Lack of
Decafé Products
? Consumer Trends ? Growth of Market
Saturation ? Loss of Protection against Volatility
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Conclusions and Recommendations
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Conclusions and Recommendations
? Continue Standards of High Quality
? Non-Intrusive Methods of Advertisement
?Avoid McDonalds Mistake
? Grocery Promotions
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The End
Thanks for Listening