This 5 page paper is a look at Starbucks and its competitive position. The paper gives an overview to Starbucks and what it does, looks at the marketing mix of the 4 P’s; product, price, placement and premonition. A SWOT analysis is then performed to identify the strengths, weaknesses, opportunities and threats faced by the firm. The paper ends by looking at two competitors; McDonalds and Nestle. The bibliography cites 4 sources.
Name of Research Paper File: TS14_TESBmmswot.rtf
Unformatted Sample Text from the Research Paper:
US, where there was a turnover of $10,383 million in 2008 and a net profit margin (EBT) of 4.4% despite the difficult trading conditions. Former years have been better with
a profit margin of 11.2% in 2007 (Starbucks, 2009). The firm has a presence in 50 states and the District of Columbia.
Overall the firm has 11,168 stores across the globe; 7,087 are company owned and 4,081 licensed stores (Starbucks, 2009). The firm, which has a mission statement "to establish Starbucks as
the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow", has a core product offering of coffee, this is offered in a
wide varieties or range, including 30 different blends or single source coffee and a range of complimentary drinks, including iced coffees, teas, and other soft drinks (Starbucks, 2009). In
addition to the beverages a ranger of other complimentary items are sold, including espresso machines for the home, coffee mugs, aprons and kitchen items as well as small snack items
in the stores. The main products are coffees sold in a variety of styles and sizes, with sale supported by a high level of advertising though different media. Television
advertisements are supported with billboards, printed media as well as the use of online marketing and the use fo social networking sites such as Twitter. When looking at the
marketing mix the product is core to the way that the marketing takes place, however, although there is the use of differentiation in the way that quality is presented, which
benefits from the way that Starbucks helps to create the market for gourmet coffee and educated the target markets. There are regular renewals of product and the lifecycles with new