Marketing Audit Starbucks
Marketing Audit – Starbucks Stores
R. J. Yung
Marketing Management
March 13, 2006
Executive Summary
Since its foundation in 1971, Starbucks has been working uncompromisingly to achieve the company objective of becoming the world's leading coffee brand. Having gone through various stages of growing pain, today the Company is operating with over 10,000 stores in 37 countries. Starbucks' success was mostly a direct result of its aggressive expansion plan, that consequently turned the Starbucks coffee beverages into a most familiar and popular world-leading brand. Although Starbucks has been successful over the past 34 years, there are some potential drawbacks as identified on this Marketing Audit that might warrant some careful considerations.
The first finding is Starbucks' rather higher pricing strategy compared to its direct competitors such as Dunkin' Donuts. Although it may be good to maintain product prestige with a higher price tag, however, the reality is that not......
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Approximate Word Count: 3624
Approximate Pages: 15 (250 words per double-spaced page)
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