Starbucks project – Issues in global marketing

Hi there

I have a project of 15 pages. Needed this Thursday. 

I will upload the porposel that i did and the requiremnts for the project.

 

Please I will need a perfect tuter because this project is important and I dont want to have problems with anyone.

Only seriuse witers.

Group 11

Starbucks.

From our prospective, we see Starbucks as one of the leaders in the world in terms of coffee server. Likewise other companies, Starbucks is facing some technical and competitors issues. In order to solve these issues, our team are going to do a deep researches witch address these issues and come up with rational solutions for the company’s profitability and much success in the future.

Starbucks is an American global coffee company and coffeehouse chain, and tis headquartered in Seattle, Washington. It’s considered as the largest coffeehouse with 20,891 stores in 62 countries. Starbucks was founded in 1971 as a Seattle coffee bean roaster and retail by three students where met in San Francesco University. Also, it began to expand internationally, outside America and Canada, in the mid-1990s. Starbucks offers hot and cold drinks, whole-bean coffee, micro-ground instant coffee, teas, pastries, and snacks such as sandwiches, cold and hot once. In Addition, they offer beer and wine after 4:00 pm.

· The main common issues internationally are the slow service and inaccurate orders that customers facing in Starbucks especially in the morning due to the rush hours. In addition, the company is facing competition from nationwide coffee manufacturers such as Tim Horton and Dunkin Donuts …etc. Also in grocery stores there are competitors who already gained a bigger portion in terms of sales and customer’s satisfaction, for instance Nestle and Maxwell House.

So far he wants to know what are any upcoming trends or changes in the coffee market

Who Starbucks competitors are, what they are making yearly, what they do well at, what makes them different

Than the project he wants

1) An introduction which say why we are doing the report and what the issues are

2) Industry analysis which is what industry Starbucks is in, how big the industry is, how competitive it is, who the competition is, how much money the competition is making, if there is room for Starbucks to grow, if there is any changes that will happen internationally or locally that will affect Starbucks

3) Global marketing issues

How the industry is structured

If any political or economic things going on will affect Starbucks

What their environment practices are

How they enter into new markets – what type of strategy do they use, what are the things they do when they enter into a new market

How they deal with competition

If they have any issues with the products they sell that might affect their profits i.e. the costs, if competition makes the same for cheaper, how Starbucks brands their products

Anything that might happen that affects their supply chain and how they manage it

A conclusion if what we think is important in the report and the report itself

A bibliography of where we got our information from

Starbucks

Starbuck’s
Starbucks has been the largest coffee house organization
Starbuck sold coffee products through its coffee house chain
17,000 distribution stores globally with its produce diversity
Coffee
Food
Snacks
Salads
Starbucks wants to achieve growth on a global scale while remain profitable

Issues Faced by Starbucks
Challenges will come in the form of Culture Differences and Economics
Anti-Globalization policies impeding Starbucks expansion
Despite attempts to be Socially Responsible, Starbucks has failed
Starbucks wants to achieve Globalization while maintaining commitment to Corporate Social Responsibility

Starbucks Strategy
Achieve Global success because of Mission and Vision
Mission is to be able to inspire and cultivate the human spirit
Quality service
Vision is to establish Starbucks as the premier supplier of the best coffee in the world
Not compromising principles to achieve success
Strategic plans involve all stakeholders in the company which includes customers, partners and shareholders
Satisfying customers and employees
Being a Socially Responsible Company

Marketing Strategy
Focusing its core competencies in order to differentiate
Created a standard for their coffee
Leverage of the company to many products and markets and creating ideas that are hard for competitors to imitate
Created a standard for their brand
Advertising
Atmosphere

Market Structure
Coffee is an important commodity
Estimated that 2.25 billion cups served
Coffee shops most popular in Industrialize Countries
Market expected to continue to grow
Highly Competitive
Easy to enter market
Differentiation required
With many competitors there are many substitutes
Many global competitors
Some of Starbucks North American Competitors achieving global success

Competition
Quick service restaurants and the specialty coffee shops
Dunkin Donuts
McDonald’s
Panera Bread
Second Cup
Many competitors in Domestic as well as International Market
McDonald’s
Costa Coffee
Competitors able to offer profitable substitutes
Same products at cheaper prices

Global Issues
Political Issues
Country’s attitude
Government bureaucracy
The political stability
The monetary regulations
Economic Issues
Recession
Country Cultures Differ
Currency differences
Tariffs and trade barriers

Financials
Starbucks total revenue increased by 10% to approximately 3 billion in 2011
Projected growth intended to increase revenue each year
Managing board of directors should implement appropriate policies
Cost of marketing should maintain at a minimum
Store globally should be evaluated to ensure consistency growth
Marketing should increase the figure by 15%
Reduce the current supplier costs by 20% through direct purchases of coffee from the producers

Recommendations and Conclusion
The management has realized that it must safeguard and develop its brand name and reputation so that it can bring more success in the future.
Starbucks needs to embrace technology
Capital investment in order to set up distribution stores across the globe
Starbucks need to change the organizational structure to reflects changes in the organizational strategy
Starbucks has to perform a number of strategic reviews that involve financial or economic assessment and breakdown