Starbucks Vietnam
Table of Contents
Introduction 3
The various elements of the marketing process 4
The benefits and costs of a marketing orientation ………………………………………5
Macro and micro environmental factors which influence marketing decisions ……….7
Propose segmentation criteria to be used for products in different markets 9
Choose a targeting strategy for a selected product/service 9
Buyer behaviour affects marketing activities in different buying situation …………...10
New position for a selected service of Starbucks Vietnam…………………… 10
Conclusion 12
References 13
Introduction Starbucks was founded in 1971 in Seattle. It has grown rapidly and it has become the premier roaster and retailer of specialty coffee in the world. It has about 18,000 (2013) stories in 62 countries. Starbucks coffee company is headquartered in Washington, United States. Early in 2013, Starbucks has been present in Ho Chi Minh city, Vietnam. This assignment will be not only recommendation for analyses the marketing process but also the benefits and the costs of the marketing orientation, then the marketing environment (Macro and Micro environmental), proposes segmentation criteria , choose a targeting strategy, buyer behavior affects marketing, the last thing is to propose new positioning for selected Starbucks Vietnam product.
1.1. The various elements of the marketing process for Starbucks Vietnam. The marketing process includes strategy and planning, if the company wants to have a good marketing process, the company has to follow these elements such as the diagram below.
Development of Starbucks Vietnam mission statement. Statement of objectives. Situation analysis.
Strategy development. Specific plans.
Introduction 3
The various elements of the marketing process 4
The benefits and costs of a marketing orientation ………………………………………5
Macro and micro environmental factors which influence marketing decisions ……….7
Propose segmentation criteria to be used for products in different markets 9
Choose a targeting strategy for a selected product/service 9
Buyer behaviour affects marketing activities in different buying situation …………...10
New position for a selected service of Starbucks Vietnam…………………… 10
Conclusion 12
References 13
Introduction Starbucks was founded in 1971 in Seattle. It has grown rapidly and it has become the premier roaster and retailer of specialty coffee in the world. It has about 18,000 (2013) stories in 62 countries. Starbucks coffee company is headquartered in Washington, United States. Early in 2013, Starbucks has been present in Ho Chi Minh city, Vietnam. This assignment will be not only recommendation for analyses the marketing process but also the benefits and the costs of the marketing orientation, then the marketing environment (Macro and Micro environmental), proposes segmentation criteria , choose a targeting strategy, buyer behavior affects marketing, the last thing is to propose new positioning for selected Starbucks Vietnam product.
1.1. The various elements of the marketing process for Starbucks Vietnam. The marketing process includes strategy and planning, if the company wants to have a good marketing process, the company has to follow these elements such as the diagram below.
Development of Starbucks Vietnam mission statement. Statement of objectives. Situation analysis.
Strategy development. Specific plans.
References: * BPP Learning Media Ltd (2012), Marketing Principles, 2nd edition, BPP House, Aldine Place. *Starbucks (2013) ’Our Heritage’ [Online]. Available from http://www.starbucks.com/about-us/our- heritage [Accessed: 8 November 2013].