Marketing Mix Starbucks
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Publicado: 24 de enero de 2013
Marketing mix Starbucks
SWOT
Strengths
* It is a worldwide recognized coffee Brand , built on a reputation for excellent products and services , with nearly 17,000 stores in 49 countries.* The organization has strong ethical values, has a commitment with environment and community activist.
Weaknesses
* The organization has a strong presence in the U.S. with more than threequarters of their cafes located in the domestic market, expansion is necessary to reduce business risk.
* Starbucks has a reputation for new product development and creativity. However, they remainvulnerable to the possibility that their innovation may fail over time, and the acceptance of it will come to an end eventually slowing growth.
Opportunities
* The company has the opportunity toexpand its global operations. New markets for coffee such as India and the Pacific nations are beginning to emerge.
* Co-branding with other manufacturers of food and beverages and the franchiseto manufacturers of other goods and services both have potential.
Threats
* The success or Starbucks has led the market entry of many competitors and copycat brands could pose potential threats.How to combat these threats will determine their future.
* Starbucks are exposed to rises in the cost of coffee products and dairy products.
MKTING MIX
Promotion
Starbucks has implementedthis kind of “coupons” http://www.youtube.com/watch?feature=player_embedded&v=qz0ow-yhL-w
One of the promotions that Starbucks has used is the “STARBUCKS CARD” . This is an initiative that offerscustomers the opportunity to promote products of the company through a reference system. When a customer buys a gift card, which not only shows brand loyalty, but it also provides the company with freeadvertising, and brings new customers. Starbucks also offers a card for corporate sales, which are used for extrinsic rewards to show appreciation to employees for a job well done, or a gift to a...
SWOT
Strengths
* It is a worldwide recognized coffee Brand , built on a reputation for excellent products and services , with nearly 17,000 stores in 49 countries.* The organization has strong ethical values, has a commitment with environment and community activist.
Weaknesses
* The organization has a strong presence in the U.S. with more than threequarters of their cafes located in the domestic market, expansion is necessary to reduce business risk.
* Starbucks has a reputation for new product development and creativity. However, they remainvulnerable to the possibility that their innovation may fail over time, and the acceptance of it will come to an end eventually slowing growth.
Opportunities
* The company has the opportunity toexpand its global operations. New markets for coffee such as India and the Pacific nations are beginning to emerge.
* Co-branding with other manufacturers of food and beverages and the franchiseto manufacturers of other goods and services both have potential.
Threats
* The success or Starbucks has led the market entry of many competitors and copycat brands could pose potential threats.How to combat these threats will determine their future.
* Starbucks are exposed to rises in the cost of coffee products and dairy products.
MKTING MIX
Promotion
Starbucks has implementedthis kind of “coupons” http://www.youtube.com/watch?feature=player_embedded&v=qz0ow-yhL-w
One of the promotions that Starbucks has used is the “STARBUCKS CARD” . This is an initiative that offerscustomers the opportunity to promote products of the company through a reference system. When a customer buys a gift card, which not only shows brand loyalty, but it also provides the company with freeadvertising, and brings new customers. Starbucks also offers a card for corporate sales, which are used for extrinsic rewards to show appreciation to employees for a job well done, or a gift to a...
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