starbucks marketing plan
TRANSCRIPT
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“Argentina, Aruba, Australia, Austria, Bahamas, Bahrain, Belgium, Brazil,Bulgaria, Canada, Chile, China, “Costa Rica, Curacao, Cyprus, CzechRepublic, Denmark, Egypt, El Salvador, England, Finland, France, Germany,Greece, Guatemala, Hungary, India, Indonesia, Ireland, Japan, Jordan, Kuwait,Lebanon, Malaysia, Mexico, Monaco, Morocco, New Zealand, Netherlands,Northern Ireland, Oman, Peru, Philippines, Poland, Portugal, Qatar,Romania, Russia, Saudi Arabia, Scotland, Singapore, South Korea, Spain,Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates,United States, Vietnam and Wales.”
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Mission: “Establish Starbucks as the premierpurveyor of the finest coffee in the world while maintaining
our uncompromising principles while we grow.”
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Vision: “To establish Starbucks as the most recognized andrespected brand in the world and become a national
company with values and guiding principles that employeecould be proud of”
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• Threats of new entrants
• Bargaining power of suppliers
• Bargaining power of buyers
• Threats of substiute products
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• Political
• Economic
• Social-Cultural
• Technological
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STRENGHTS
Brand Image, UniqueStrategy, Valued and
motivated employees
OPPORTUNITY
Entry into new markets, Growth in Speaciality
Coffee Market
THREATS
Competition, PriceSensivity in Coffee
Market
WEAKNESSES
Over-reliance on homemarket, Aggressive
Expansion
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Market Segmentation
Target Market
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