Retail Marketing Scan Assignment: The SWOT Analysis Of Starbucks

1272 Words 6 Pages
The purpose of retail marketing scan assignment is to understand how various marketing strategies, including SWOT analysis, marketing mix and environmental scanning affect retail environment. We have chosen Starbucks Corporation as an object to be scanned, as it is one of the most well-known coffee company, and visited several Starbucks coffee houses in Barrie.
After that we came up with Starbucks SWOT analysis. Starbucks obviously has a great quantity of strengths, such as high-quality product, global brand recognition, using technology and perfect customer service. They are sure that coffee is grown under the best standards, as their “coffee buyers personally travel to coffee farms in Latin America, Africa and Asia” (Starbucks Company Profile,
…show more content…
In 1981, Starbucks chairman, president and chief executive officer Howard Schultz had first visited a Starbucks store. He joined company year later. In 1983, Howard traveled to Italy and really liked Italian coffee houses, so he hoped to bring the Italian traditions back to the United States. Howard wanted his cafes to be third place between work and home. He left Starbucks for a short period of time but then purchased it in August 1987 with the help of local investors. (“Our Heritage”, n.d.) Starbucks is named after Moby Dick.
Logo is inspired by the sea – a twin-tailed siren from Greek mythology. Firstly, founders drew just single mermaid on their logo, but after several months they changed it to double-tailed one from nautical mythology. Nevertheless, people can still see original logo on the walls of first Starbucks’ shop in Seattle. (Marshall, 2015).
Years from 1990 to 2007 were the most profitable for Starbucks. They already had stores in western parts of USA and British Columbia, so they started expanding in California. That time Starbucks seemed to be the biggest coffee corporation, opening approximately two new stores every
…show more content…
For Starbucks it is more than 50 countries and 17,000 shops. Although, most outlets are situated in the USA. Starbucks place their stores where people with higher income lives, as they are sure that if the customers got premium quality product they would not mind paying little bit more. They also locate their stores in airports of different countries as tourists see the well-known brand and will buy their products. Another placing strategy is catering to the consumer traffic by opening coffee bars, which means people just come in and buy products, and there is no place to sit. In fact, Starbucks have their teas and coffees available in more than 40,000 grocery stores. (Bhasin, 2016) After visiting different Starbucks stores and coffee houses it becomes clear that all of them are warm, comfortable and clean, great place to gather with friend or family or just to work or study on you

Related Documents