Environmental Factors

Essay by dasiasmommy November 2009

download word file, 3 pages 1.0

University of PhoenixMKT421June 29, 2009IntroductionEnvironmental factors can be everything from political, social, ecological, cultural, and technological to ethical in nature. Any organization that develops a product or service that they want to market domestically or globally must consider what the impact each of these factors may have on them. Not taking these factors into consideration could result in failed attempts at marketing a product. For the Starbuck Corporation, there are high-level domestic and global environmental factors that impact the organizations marketing decisions. This paper will attempt to explain these environmental factors, in addition to the impacts of technology on Starbuck's marketing decisions and analyze the importance of social responsibility and ethics related to Starbuck's marketing.

Environmental FactorsStarbucks is the leading roaster and retailer of specialty coffee with coffee stores around the world. With a wide range of business activity, this allows Starbucks to use numerous channels of product distribution. Since the organization operates in many locations around the globe, environmental factors play a major role in its marketing decisions.

Each distribution channel is affected differently and the company's flexibility in the marketing plan allows the company to adjust their strategies to meet the needs of the environmental factors that face them.

"Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment -- primarily through its company-operated retail stores. In addition to sales through our company-operated retail stores, Starbucks sells whole bean coffees through a specialty sales group and supermarkets. Additionally, Starbucks produces and sells bottled Frappuccino® coffee drink and a line of premium ice creams through its joint venture partnerships and offers a line of innovative premium teas produced by its wholly owned subsidiary, Tazo Tea Company. The Company's...