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Environmental Factors And Marketing Decisions: Starbucks
This free essay Environmental Factors And Marketing Decisions: Starbucks. If you do not find your term paper, you can search our essay database for other topics on the search page essays. Autor: jessica85 08 March 2010 Tags: Words: 1089 | Pages: 5 Views: 1071 Printable Version

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Environmental Factors and Marketing Decisions: Starbucks Starbucks has wide range of business activity. These activities allow the company to use numerous channels of product distribution.  With the company operating in many locations worldwide environmental factors play a major role in marketing decisions. Each  distribution channel is affected differently and the company’s flexibility in the marketing plan allows the company to adju st their  strategies to meet the needs of the environmental factors.  Starbucks is known as the premier company of the finest coffee in the world. They purchase and roast high quality whole bean coffee, sells them with fresh, rich-brewed Italian style espresso beverages, pastries, confections and coffee-related accessories and equipment.  Starbucks provides a work environment treating others with respect and dignity. The company embraces diversity as an essential component in the way Starbucks does business. Starbucks also applies the highest standards of excellence to the purchasing, roasting  and fresh delivery of their coffee. Starbucks believes that the company should enthusiastically satisfied customers all the time and  contribute positively to our communities and our environment and recognize that profitability is essential to our future success  (Starbucks.com, 2008). Starbucks owns and operates its own facilities, warehouses, and retail stores giving the company control of product design, shipping,  and receiving. The company’s strategy is to sell premium products pricing the product as high as the market will allow. Starbucks  brand awareness is very important and by introducing new products developing new distribution channels. Starbucks is a leading  company in sales of coffee and coffee products in the domestic and global markets. The company’s management practices have  allowed Starbucks to grow and prosper as an organization.  Starbucks Coffee has been very successful in the domestic market over the years. Starbucks has recently expanded its U.S. retail  presence. Starbucks and Kraft Foods developed an agreement that allows Starbucks to sell its coffee in over 25,000 grocery stores across the US. In another agreement, Starbucks arranged to open more than 100 coffee bars in some of Albertson's supermarkets.  Another mutually beneficial agreement with Pepsico and Dreyer’s allowed Starbucks to market and sell cold beverage, Frappuccino  and a line of coffee ice cream. Starbucks has begun test marketing on a new menu of breakfast, lunch, and dinner items to be sold in  its retail stores. Starbucks is currently located in every state, and large states like California have over 500 stores (Starbucks.com,  2008). Starbucks is solidly established domestically, but still have issues that the company must deal with to stay successful. To address some of the issues that arise from operating in the global community Starbucks has created the Starbucks Suppliers Code   of Conduct, which was introduced in September 2003. This code applies to Starbucks and all the distributors. The suppliers are  required to sign an agreement pledging compliance with Starbucks. These include demonstrating commitment to the welfare, economic  improvement and sustainability of the people and places that produces our products and services. Adherence to local laws and international standards regarding human rights, workplace safety and worker treatment are required. Starbucks will meet or exceed  national laws and international standards for environmental protection and minimizing negative environmental operations, Commitment to measuring, monitoring, reporting and verification of compliance to this code and Pursuing continuous improvement of these social  and environmental principles (Starbucks.com, 2008).  Entering into the global market the organization needs good research that reflects how the international market will accept the product that is being sold. The company must have a sound marketing plan that applies to the company’s assets, experience and produ cts.  Starbucks must develop and maintain marketing strategies on a global scale with the flexibility to accommodate the environmental  factors that will be experienced at each location of the business. Starbucks is expanding their international retail presence, primarily through company-operated retail stores. The company has recently moved into China as part of its plan to operate 500 stores in both   Asia and Europe. In 1998, Starbucks acquired a London-based Seattle Coffee Company. This gave the company an immediate presence in the U.K. and laid a foundation for future expansion in the European market. Starbucks has been involved with overseas expansion   along the Pacific Rim markets such as Japan, Hawaii, Singapore, New Zealand, Philippines, Korea, China, Hong Kong, Malaysia, Thailand and Taiwan. Starbucks expects non-U.S outlets will eventually outnumber domestic stores. Starbucks is positioning itself as a  company independent of domestic growth constraints as evidenced by it becoming one of seven NASDAQ stocks listed on the Hong 

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Kong stock market. The Wall Street Journal quoted company Chairman Howard Schultz as saying, “We are no longer building an  American company. We are building an international one that is as relevant in Hong Kong as it is in Seattle†• (Wall Street Journal, 2008). To develop a successful presence in any of these markets Starbucks must understand the environmental influences to the  companies business. Some of the major factors that affect business the foreign markets are technology, demographics, government, culture and economics. These factors will influence the price that can be charged for their product, if the consumers will purchase the  product, how the product is marketed and advertised.  In the past year, there has been an increase in pressure from global trade opponents and workers-rights advocates on high profile,  global companies such as Starbucks. Any sort of negative publicity could greatly affect the company’s well -established brand name. Acknowledging that customers are making decisions not only on the quality of the product but o n the company’ s values and  following the company’ s own long standing corporate policies. Starbucks entered into a partnership with a group called Tra nsFair to buy “Fair Trade Certified― coffee. The certification from TransFair means importers have paid a fair price for the coffee and TransFair’ s proceeds will go directly to people who can then receive a higher wage as a result (Transfairusa.org, n.d.). Starbucks continues grow in both the domestic market and opportunities overseas. The company continues to explore new avenues and provide customers with a product that the customer wants. The company is known for the exceptional treatment of its employees, and the varieties of products. Starbucks has successfully evaluated and addressed the environmental factors that affect their market and with a sound marketing plan the company will continue to grow. References Starbucks.com. (2008). Retrieved on 02/18/2008 from http://www.starbucks.com/default.asp?cookie%5Ftest=1 Transfairusa.org. (n.d.). Retrieved on 02/18/2008 from http://www.transfairusa.org/content/certification/overview.php Wall Street Journal. Retrieved on 02/18/2008 from https://services.wsj.com/Gryphon/jsp/retentionController.jsp?page=9902

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