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Starbucks Coffee Shops and Their Environmental Aspect Section of a Marketing Audit

Essay by   •  August 3, 2011  •  Case Study  •  316 Words (2 Pages)  •  1,480 Views

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I need each element and each question in the element answered (using at least 5 references) This is about Starbucks Coffee Shops and their Environmental Aspect section of a marketing audit. Conclusion.

1) Culture---how have attitudes towards business in general, the industry, and the organization changed? Have attitudes toward environmental protection had either a positive or negative impact on the organization or brand? What other cultural phenomena had an impact? What adjustments have been made? Have they succeeded? What additional adjustments are being contemplated? Why?

2) Customers----how do customers view the organization or brand? How do they view the competition? Has the purchasing process changed? Is there a clear understanding of customer wants and needs? Are there different market segments? Are there emerging market segments? What adjustments have been made? Have they succeeded? What other changes are being contemplated? Why?

3) Competition---who are the companies or brands with which the organizationor brand competes? What are their sales and market share trends? How do their approaches to the market differ from the organizations, and from each other? Are there any specific strengths that are major threats? What adjustments have been made? Have they succeeded? What other changes are being contemplated? Why?

About Starbucks

Starbucks is a large multinational chain of coffee shops with corporate headquarters in Seattle, Washington. The company was in part named after Starbuck, a character in Moby Dick, and its insignia is a stylized cartoon siren. It is more popular among youth. Besides coffee it also serves other drinks, both hot and cold, and pastries. The company has 130,000 employees worldwide at 11,377 stores in 37 countries and plans to grow to 30,000 stores globally. It has about 80 corporate stores in Michigan. Starbucks is opening stores at a rate of five a day and saw its sales rise 20% last year to $6.4 billion. Profits rose nearly 8% to $494 million last year (2005)

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