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Starbucks Marketing Study

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Starbucks Marketing Study
Table of Contents
I. Title Page
II. Table of Contents
III. Executive Summary
IV. Situation Analysis
A. Environment
1. Economic Conditions and Trends
2. Cultural and Social Values and Trends
3. Political and Legal Issues
4. Summary of Environmental opportunities and threats
B. Industry
1. Classification and Definition of Industry
2. Analysis if Existing Competitors
3. Analysis of Potential New Entrants
4. Analysis of Substitute Products
5. Analysis of Suppliers
6. Analysis of Buyers
7. Summary of Industry Opportunity and Threats
C. Organization
1. Objective and Constraint
2. Financial Condition
3. Management Philosophy
4. Organizational Structure
5. Organizational Culture
6. Summary of Firms Strengths and Weaknesses
D. Marketing Strategy
1. Objective and Constraints
2. Analysis of Sales, Profits and Market Share
3. Analysis of Target Market(s)
4. Analysis of Marketing Mix Variable
5. Summary of Marketing Strategy Strengths and Weaknesses
V. Problems found in Situation Analysis
VI. Strategic Alternatives for Solving Problem
VII. Selection of Strategic Alternative Implementation
VIII. Summary

Executive Summary
Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. It is the largest coffeehouse company in the world. The first outstanding Starbucks was opened in Seattle, Washington, on March 30, 1971 when three young men decided to try their hand in selling gourmet coffee. The three partners are: English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker. Entrepreneur Howard Schultz joined the company in 1982 as Director of Retail Operations and Marketing, and after a trip to Milan, Italy, advised that the company should sell coffee and espresso drinks as well as beans. Starbucks product line includes more than 30 blends of single-origin coffees, handcrafted espresso, and blended beverages, Tazo teas, Frappuccino coffee drinks and Starbucks Double shot. In
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