Starbucks Marketing Macro Environment
Introduction
The following report evaluates the marketing environment for the coffeehouse business, specifically Starbucks. The report will cover a brief background of the company and reasons to why Starbucks has been selected as a center group to display a marketing report. A macro environmental study will demonstrate important possible threats and opportunities for Starbucks. It will also look into further segmentation research, characteristics, views and behaviors within the consumer groups.
Background to Starbuck and Selection Criteria
Starbucks was established in 1971. The global brand is well known throughout the world and now sits in 50 countries, with more than 17,000 stores (Starbucks,2011). In 2010 the international coffee house had revenues of $10.7 billion (business insider,2011), with outstanding revenue Starbucks is recognised as the worlds top coffee retailer. The company has been selected as the author has personal experience of working within the establishment, in the role of a qualified barista. During that time the business remained busy throughout the day, peaking in both the morning and evening, when customers were leaving for work or travelling home. The role came with pressure of continually making a high standard of coffee, whilst attempting to make each product consistent in taste, across the entire company.
The Starbucks Macro Environment
The macro environment is when all external environmental forces can affect how a company operates but which are beyond its control. This can be structured as Political/legal, ecological, socio-cultural, technological and economical. These are also known in short hand as PESTEL. To really understand their market field in which their business is positioned marketers must assess their gap in the market for competition or business opportunities within the macro environment. Many different trends have an impact on an organisation and each is individually considered. Although Starbucks is
The following report evaluates the marketing environment for the coffeehouse business, specifically Starbucks. The report will cover a brief background of the company and reasons to why Starbucks has been selected as a center group to display a marketing report. A macro environmental study will demonstrate important possible threats and opportunities for Starbucks. It will also look into further segmentation research, characteristics, views and behaviors within the consumer groups.
Background to Starbuck and Selection Criteria
Starbucks was established in 1971. The global brand is well known throughout the world and now sits in 50 countries, with more than 17,000 stores (Starbucks,2011). In 2010 the international coffee house had revenues of $10.7 billion (business insider,2011), with outstanding revenue Starbucks is recognised as the worlds top coffee retailer. The company has been selected as the author has personal experience of working within the establishment, in the role of a qualified barista. During that time the business remained busy throughout the day, peaking in both the morning and evening, when customers were leaving for work or travelling home. The role came with pressure of continually making a high standard of coffee, whilst attempting to make each product consistent in taste, across the entire company.
The Starbucks Macro Environment
The macro environment is when all external environmental forces can affect how a company operates but which are beyond its control. This can be structured as Political/legal, ecological, socio-cultural, technological and economical. These are also known in short hand as PESTEL. To really understand their market field in which their business is positioned marketers must assess their gap in the market for competition or business opportunities within the macro environment. Many different trends have an impact on an organisation and each is individually considered. Although Starbucks is