Hospitality Marketing Essay

2879 Words Sep 10th, 2010 12 Pages
Hospitality Marketing Pham Manh Cuong
Index number: RASG00009
Due date: 28/03/2010

Table of content

1.Introduction……………………………………….3
2.Main body…………………………………………4 2.1Nature of business…………………………….4 2.2 Customer perception…………………………6 2.3 SWOT analyze………………………………..8 2.4 Types of marketing…………………………..10
3. Recommendation……………………………….18
Reference…………………………………………..19

1. Introduction
I have done a marketing analysis on Starbucks. I will be looking into nature of business of Starbucks, customer perception, the different areas of marketing plan adopted by Starbucks
The general areas are analyzing the current situation, the marketing targets, goals, mission and objective, the marketing mix (the
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Their vision is to establish Starbucks as the most recognized and respected brand in the world. With these directions, Starbucks has been operating consistently based on 6 guiding principles (Fig 1.1). These principles are used as a guideline for all employees to achieve the company's goals as it provides them a focus when making strategic decisions.
At end of Year 2006 Starbucks run 12,440 locations worldwide and aims to reach the goal of 40,000 eventually. This goal is achievable with Starbucks current locations in international markets through successful joint ventures and strategic alliances with local companies around the world.
Singapore is the third international country outside North America to introduce Starbucks. The first Starbucks store was opened in 1996 at Liat Towers and there are a total of 45 outlets currently.

2.2 Customer perception
It is survey that one group made because they want to know how Starbucks become successful and how customers think about Starbucks.

In my experience, I felt that Starbucks is a good store for coffee because it can make good business. Starbucks can attract a lot of people to drink coffee and it has a lot of kinds of coffee. Moreover, I was surprised that about most people like Starbucks. There are a lot of opinions came from people who said Starbucks has high quality coffee. Also, we can find food

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