Marketing Plan Starbucks Coffee Essay Example | Topics and Well Written Essays - 4000 words

Marketing Plan Starbucks Coffee - Essay Example Starbucks Coffee made a humble beginning in the year 1971 when it began selling bean and processed coffee in a small store in Seattle USA. Over the years the company has established itself as one of the leading coffee stores of the world serving more than a million customers though a dedicated presence in over 50 nations spread across 17000 cities across the globe. The company is presently listed as a public firm and its stocks are being actively traded on the bourses of NASDAQ stock exchange in USA. The brand portfolio of the firm includes â€Å"Starbucks Coffee, Seattle’s Best Coffee, Tazo Tea, and Torrefazione Italia Coffee†. The main aim of the firm to provide the best coffee to the customers using the best raw materials sourced ethically and processed at the firm’s own processing unit. The international expansion strategies include partnerships as well as licensing. The success of the firm could be analysed from the fact that it operates successfully in nations having diverse culture and traditions maintaining an extremely high quality standard. In spite of the large business presence the company maintains high ethical standards which is revealed from the fact that it has been rated as one of the most ethical companies of the world for the fourth consecutive time by the Ethisphere magazine. (Starbucks-a, 2011). Market Analysis Internal Environment The analysis of internal environment can be done by identifying the strengths, weakness, opportunities and threats faced by an organization. SWOT analysis is a useful tool that can help in analysing the internal environment of an organization. Strengths The biggest strength of Starbucks Corporation lies in its strong brand image which has created a strong positioning of the firm in the minds of the customer. Presence in large