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Starbucks Marketing Essay

2565 words - 10 pages

IntroductionMicro environmental factorsThe micro environmental factors are the forces close to the company that affect its ability to serve its customers. The factors are also known as the internal environmental factors such as the company itself, marketing intermediaries, its suppliers, customers ,competitors and publics which are within or close to the company that have an impact of the organization strategy.Macro environmental factorsThe macro environmental factors are the larger societal forces that affect the microenvironment. The factors are also known as external environmental factors such as demographics, economic, natural, technological, political and cultural which are the larger forces beyond the company's control.Organization backgroundStarbucks Corporation is the premium retailer and well- known as the fastest-growing food and beverage company in the United States. The corporation was established in Seattle by three coffee aficionados in 1971. They started their business through purchasing high quality coffee beans, roasting them and sell the coffee to the customers. The performance of business was modestly at first stare; however, it was soon developed into few stores. The business was then continuing to expand after Howard Schultz joined the business by trading in the bulk coffee sales into retail coffee sales. Nowadays, there are more than 2,100 Starbucks locations in US and also around the world. For example, the first Malaysia Starbucks store was opened in KL plaza in 1998 throughout a joint venture with BERJAYA GROUP. Thus, Starbucks not only the country's largest coffee importer and roaster for specialty beans but also larger specialty coffee bean retailer in US.SuppliersSuppliers can refer to manufacturer, distributor, wholesaler, dealership and merchant in supplying products whether they are work-in-progress to an organisation for further production or to be sold to its end-users. Starbucks makes sustainable relationship with their suppliers especially farmers by supporting suppliers' development and the improvement of their performance. For example, Starbucks gives its suppliers access to credit and education for their children. Starbucks buy coffee beans through giving the premium price to them as incentives. Not only Starbucks can create affinity with their suppliers, it enables the corporation to secure organisation's long-term supply of coffee beans. Besides, producing good quality of coffee beans is the priority for Starbucks. In order to maintain the highest quality coffee, they ensure coffee production protection from workplace hazards through achieving coffee growing and processing standards, offering higher incomes, expanding employments and education opportunities for producers. (Starbucks Corporation, 2007). As finest quality of coffee should create Fair Trade Certified coffee, Starbucks demonstrate the guidelines of Coffee and Farmers Equity (C.A.F.E) to the farmers.CustomerCustomer consists of five types of...

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