Holly Basil
rEPORT OF ORGANIZATIONAL MARKETING OBJECTIVES | Develop organizational marketing objectives | Assessment Part 1 | | Joaquin Fernando AVILA BARRETO | |
AUSTRALIAN INSTITUTE OF PROFESSIONAL EDUCATION |
TASK A – Strategic Direction and Marketing Performance 1. Starbucks Mission statement or philosophy for how it does business. In your opinion, is the mission statement partly to blame for its challenges in Australia?
In my opinion I think the Starbucks mission statement does not fill to the Australian market expectations, due to mostly part of the mission is created and focus in an already created culture and its proposes is to think globally and standardize. They designed some principles thinking in a standard drink, and thinking in a kind of customer who is just looking for a place to relax, but my question is, where that busy customer is? The customer who does not have time to wait for an order and is seeking for a brief cup of coffee in the morning or after lunch going quickly to the job, all these are not necessities cover in the mission principles and statement of Starbucks. On the other hand they are aware to offer the finest coffee which is an important issue that Australian people are looking forward for any kind of product. In addition the mission is taking account the community, this is a special and positive point for Starbucks in Australia, they say that everyone is invited to do business; I think they are taking care about people that is an important aspect that is relevant to Australian market.
2. Conduct a Situational Analysis for Starbucks Australia outlining factor that have impacted on its direction and performance?
Political:
Australian relationships Coffee producers countries, Vietnam, Austrade India
Great political stability, Industrial and environmental regulations,
Economic Issues:
Australia has a low unemployment rate, High standard living (Good purchase power), open market and economy to do business,
AUSTRALIAN INSTITUTE OF PROFESSIONAL EDUCATION |
TASK A – Strategic Direction and Marketing Performance 1. Starbucks Mission statement or philosophy for how it does business. In your opinion, is the mission statement partly to blame for its challenges in Australia?
In my opinion I think the Starbucks mission statement does not fill to the Australian market expectations, due to mostly part of the mission is created and focus in an already created culture and its proposes is to think globally and standardize. They designed some principles thinking in a standard drink, and thinking in a kind of customer who is just looking for a place to relax, but my question is, where that busy customer is? The customer who does not have time to wait for an order and is seeking for a brief cup of coffee in the morning or after lunch going quickly to the job, all these are not necessities cover in the mission principles and statement of Starbucks. On the other hand they are aware to offer the finest coffee which is an important issue that Australian people are looking forward for any kind of product. In addition the mission is taking account the community, this is a special and positive point for Starbucks in Australia, they say that everyone is invited to do business; I think they are taking care about people that is an important aspect that is relevant to Australian market.
2. Conduct a Situational Analysis for Starbucks Australia outlining factor that have impacted on its direction and performance?
Political:
Australian relationships Coffee producers countries, Vietnam, Austrade India
Great political stability, Industrial and environmental regulations,
Economic Issues:
Australia has a low unemployment rate, High standard living (Good purchase power), open market and economy to do business,