CompanyStarbucksMarketingReport星巴克市场营销分析英文版

Company Starbucks Marketing Report Produced by

Names

1.Student Number:9 Name : Grace

2.Student Number:1 Name : Ann

3.Student Number:2 Name : Tom

4.Student Number:8 Name : Serena

5.Student Number:16 Name : Anna

Report date : 2014/12/10

Group :Grace Date: December 10, 2014 Executive 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 weakness 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 market. 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, 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 Star bucks’ websites and the magazines about this company

Group: Grace Date :December 10, 2014 Table of Contents

1.Introduction (5)

pany Background (6)

2.1About the company (6)

2.1.1History (6)

2.1.2Mission (7)

2.1.3Values (7)

2.2 Products (8)

2.1.4Target Markets / Market Segments (8)

2.1.5Market share (8)

Major competitors (9)

2.1.6Table 1: direct competitor to Starbucks (10)

3. Environmental Analysis (11)

3.1External (11)

3.1.1PEST/PESTL (11)

3.1.2Competitive Forces (12)

3.1.3External Opportunities and Threats (14)

3.2Internal Analysis (15)

3.2.1Identification of SWOT elements (15)

3.2.2Evaluation of SWOT elements (17)

3.2.3Analyze and Rank (18)

3.3Strategies (19)

3.3.1Strategies development (19)

3.3.2Identify strategic fit (20)

3.3.3Table 2:SWOT/ Strategies Matrix (21)

4Product Development (21)

4.1Strategy Selection (21)

4.2Product Selection (23)

4.2.1Idea generation (23)

4.2.2Marketing Strategy (25)

4.2.2.1 Demographic (26)

5Conclusion (26)

6Reference (27)

7Appendix (28)

7.1Idea generation (28)

7.2Team Report (28)

7.2.1 Individual Member Activity Report (28)