Marketing Information System Essay

1054 Words Jul 8th, 2016 5 Pages

Marketing Information System
Jonique McClain
BUS 339: Marketing Research
Instructor: Jeanne Oxley
May 16,2016

Starbucks Company was established in Seattle in 1971 by Jerry Baldwin, Gordon Bowker and Zev Seigel their dream was to instruct American buyers about the fine espresso drinking background. In 1987 Howard Schultz assumed control over the Starbucks Group, he needed to make the Italian coffee bar encounter in America by making a particular relationship between the clients and their espresso. Just inside a few years they developed from a little espresso business house turning it into a multi-million-dollar player in the business by purchasing just the
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The advertisement ends until they drink the coffee, reducing the chances to attract valuable customers. Starbucks also does not emphasize on distributing their products to supermarket because of being concerned with the quality of the coffee; if the coffees were packaged into plastic bags (Kenny, 2012). Also the rigorous expansion strategy followed by Starbucks can take a toll on the firm’s brand image. As corporations grow there can be a tendency to focus too heavily on increasing output and locations, and less focus on quality and brand image. Starbucks needs to stay with its values and ideals that have made it successful.
Also Starbucks policy of not franchising can be a cause of concern for the firm. Franchising would allow the company to open many new stores with less risk, and make considerable profits in doing so. Because of this the firm’s research and development costs would fall making use of the franchisee knowledge of the local market in terms of geographic, psychographics, demographics, and the local country regulations.
Starbucks need to adequately seek after a Focus-Based Strategy in conjunction with separation and an expense initiative based system. Being a lower expense store will expand the contrast in the middle of Starbucks and give it a focused edge. At present, Starbucks contenders are endeavoring to work in the espresso business, subsequently Starbucks must seek after center technique to expand

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