Principles and Practice of Marketing in Course Assignments 2013/2014
BA (Hons) International Management
Year 2
Student Name:
Hajah Siti Fatimah Abdullah
Student Number:
N3165295
Module:
Principles and Practice of Marketing
2013/2014
Module tutors:
Jill Ross
Table of Contents Page No.
- STEP Analysis of the External Environment 3
Key Implications - Taken from STEP Analysis 4
1.1. - Political Factors 4
1.2. - Economic Factors 6
1.3. - Socio-Cultural Factors 9
1.4. - Technological Factors 11
2.1. - Target Customer Profile - Starbucks 12
3.1. - Marketing Analysis 17
3.1. - Product 18 3.2. - Price 22 3.3. - Place/Distribution 23
3.4. - Promotion 26
4.0. - SWOT Analysis 27
5.0. - Conclusion 28
6.0. - Reference List 29
Analysing the Environment
This PEST analysis is used to give an overview of External factors which will or are affecting Starbucks market. This analysis considers the Political, the Economic, Socio-cultural and the technological factors and how they will affect the market itself and whether this is in a positive or negative way.
Figure 1: PEST Analysis
Opportunities | Threats | |
Political | Certified for Fairtrade products all over the world. (Fairtrade Foundation, September 2009) | Political Instability caused by climate change and high coffee prices. (David Pohl, February 2011) |
Economic | A survey highlighted that coffee shops is the top ten most promising businesses opportunities in coffee industry. (Ian Boughton, February 2012) | The rise in drinks products being launched by lower cost operators such as fast-food brands represents a threat to the industry. (Mintel, Oct 2013) |
Socio-Cultural | Students and Faculty are the majority of coffee drinkers. (Bplans, no date) | Consumers become more price and value conscious with their changing lifestyles patterns. (Mintel, June 2012) |
Technological | Technologies of vending machines allow selling food/drinks without the need for staff to assist customers. (Mintel, September 2012) | Expansion of internet... |