MARKETING ANALYSIS AND STRATEGY RECOMMENDATION FOR STARBUCKS COFFEE COMPANY INTRODUCTION The purpose of this report is to conduct market analysis and recommend appropriate marketing strategies for Starbucks Coffee. In the report‚ we will first look into Starbucks’s goal‚ its product and markets. Then we will look into the key actions and decisions that lead to the success of the company. After that‚ we will discuss the issues that Starbucks is facing in this competitive global market. For each
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Cited: Starbuck ’s Annual Report 2001. http://www.starbucks.com/investor reltations
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CASE 33 Marketing to the Bottom of the Pyramid Professor C. K. Prahalad’s seminal publication‚ The Fortune at the Bottom of the Pyramid‚ suggests an enormous market at the “bottom of the pyramid” (BOP)—a group of some 4 billion people who subsist on less than $2 a day. By some estimates‚ these “aspirational poor‚” who make up three-fourths of the world’s population‚ represent $14 trillion in purchasing power‚ more than Germany‚ the United Kingdom‚ Italy‚ France‚ and Japan put together. Demographically
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Marketing English 1) Needs to answer to meet to satisfy 2) to create Marketing mix is composed of 4P: product‚ price‚ place‚ promotion. Umbrella brand: when a famous brand commercializes other famous brands. Icon brand: when you use the brand internationally (ex‚ Coca Cola : Coke‚ cola‚ coca..) Generic brand: when the name of the brand is used locally because it is part of your local and daily environment. Store brand: when a store commercializes his own brand because
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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……………………
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PlayStation 3 Sony PlayStation 3 is a popular video game console dedicated for home user. This console was preceded by Sony PlayStation 2 which gains popularity since mid of 2000 to 2006. Since the release in 2006‚ Sony PlayStation 3 has evolving two times including PlayStation 3 Slim and PlayStation 3 Super Slim‚ and more than 75 million consoles have been sold in all over the world. This console features Blu-Ray discs as the games media‚ wireless stick controller‚ and great connection with
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1. Opportunities 2.1 旅游产业发展迅速 2004年，我国入境旅游全面恢复振兴并有新的突破性大发展。全年入境旅游人数达1.09亿人次，比2003年增长18.96%，比2002年增长11.37%：其中外国人1693.25万人次，比上年增长48.49%，比2002年增长25.99%。 In 2004‚ China’s inbound tourism revitalization and has new breakthrough in big development is fully restored. Throughout the year to 109 million‚ the number of inbound tourism increased by 18.96% than in 2003‚ up 11.37% from 2002‚ 16.9325 million people‚ including foreigners an increase of 48.49% over the previous year‚ up 25.99% from 2002
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Case study Title: Starbucks Executive summary: Starbucks has successfully established itself as the premium coffee leader in China with great brand recognition and high customer satisfaction. Its inspirational‚ progressive‚ professional and intellectual image has been widely accepted by a variety of the Chinese l customers including. External environment impacts the enterprise ’s business to a large extent. While a company cannot change the external environment‚ internal business strategy can
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Introduction The first Starbucks store was set up in 1971 by three individuals who had a common liking for coffee and exotic teas- Jerry Baldwin‚ History teacher Zev Seigel and writer Gordon Bowker. The store was named Starbucks Coffee‚ Tea and Spice in the tourist’s Pikes Place Market in Seattle. However‚ later the name was changed to Starbucks Coffee Company. The logo was designed to be a two tailed mermaid encircled by the store’s name. The name was inspired from the coffee loving character
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Marketing strategies for 3 idiots The days when wall paintings‚ posters‚ and hand painted board signs were the most prominent ways for marketing a movie no longer exists. Actors never promoted their films; film-makers never invested a lot of money in promotions and even print media barely created hype. But today’s film industry exhibits a completely different scenario. India is regarded as the world’s largest film industry in terms of the number of movies released per year. Estimates say that
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