스타벅스 기업분석과 마케팅전략 분석 (영문레포트)

Table of Contents
1. Executive Summary
2. Company Description
3. Strategic Focus and Plan
-Mission/Vision
-Goals
-Core competency
4. Situation Analysis
-SWOT Analysis
5. MarketProduct Focus
-Starbucks marketing strategy
-Marketing objectives
-Points of differences
-Target market
-Positioning
6. Marketing Strategy
-Product strategy
-Price strategy
-Promotion strategy
-Place strategy
7. Conclusion
8. Works Cited

Executive Summary

Starbucks, amongst several multi-national coffee-chains, has a very strong competitive advantage against othercompetitiors. This report addresses how Starbucks has built its brand image and how it sustains its competitive advantage as it reaches over 40,000 stores worldwide. Started from a small coffee bean roasting shop in Washington, it now successfully has becomea multinational organization by focusing on three main elements: unparalleled lists of goods, an unbeatable customer se…