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Starbucks Marketing Planning Process

Essay by   •  January 8, 2012  •  Case Study  •  288 Words (2 Pages)  •  1,978 Views

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Starbucks is the name of international chain coffee company. It is also one of the leading coffee shops, with its Headquarters located in Seattle, Washington, USA. Except for coffee, Starbucks also have tea、cookies and cakes and so on. Since the first Starbucks store in Seattle was opened, the company has shown an amazing growth and development, with over 15,000 stores all over world. "Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow."(Starbucks, 2008) This is the mission statement of Starbucks. The Starbucks entry into UK in 1998 and opened 65 coffee shops.

This assignment is about conduct a marketing audit for Starbucks and including a particular analysis of the internal and external marketing environment of an organization.

"Marketing environment is a component of business environment that influences the company's capacity to promote and perform efficient operations on the market. The environment can not be influenced by the company as it is comprised of external factors."(http://marketingteacher.com/lesson-store/lesson-marketing-environment.html) There are three key perspectives on the marketing environment, namely the 'macro-environment,' the 'micro-environment' and the 'internal environment'. This micro-environment is directly influences the organization. it also includes supplier that deal directly or indirectly, local stakeholders、consumers and customers.

The macro-environment is direct control, includes all factors can influence and organization.

External environment includes Macro environment and Micro environment. Then follow is an analysis of the macro environment of Starbucks in UK using PESTEL, analysis. PESTEL is the acronym for political、economic、social、technological、environment and legal.(Partridge, 2005) PESTEL analysis is a convenient tool for organization in conducting macro environment scanning. It can aid organizations making strategies by helping them understands the external environment in which they operate now and will operate in the future.

Political and legal:



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