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TIPOS DE MARKETING. DERECHOS DE LOS CONSUMIDORES

UNIT 3

VANESSA ACEVEDO OSORIO

ASTURIAS UNIVERSITY CORPORATION

BUSINESS ADMINISTRATION AND MANAGEMENT

MARKETING MANAGEMENT

DANIEL RAMIREZ ZARAMA *

MEDELLÍN

2020
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TABLE OF CONTENTS

INTRODUCTION.............................................................3

SWOT ANALYSIS……………………………………………………………4

CONCLUSION

BIBLIOGRAPHIC REFERENCES........................................7
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Introduction

Starbucks coffee is a leading company in the sale of brewed coffee through a system of
distribution in which the tasting of coffee is of excellent quality, in a comfortable environment
and pleasant, served by an expert team, has made it a complete business concept
known as 'Starbucks Experience' (Starbucks News, May 2004). The decor of the place,
the aromas, the music, and others create a comfortable setting aimed at listening to the customer and
satisfy it through innovation. In addition, they produce social, environmental, and
economic support to communities where it does business. Buy and roast the finest coffee beans.
high quality for retail sale. It also markets, through its operated stores
the company and its licensed stores, brewed coffee and whole beans, Italian style coffee beverages,
accessories and equipment related to coffee. Starbucks, through its strategic alliances,
sells its products through different distribution channels; this is how it markets coffee
frappuccino and doubleshot. The company's goal is to be the most recognized and respected brand.
globally. To achieve thisgoal, the company plans to continue its rapid expansion of
stores and continue with the brand's growth through the introduction of new
products and the discovery of new distribution channels.
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SWOT Analysis

WEAKNESS THREAT

The price of grains is the main coffee shop: The chain depends heavily on the
influence on the profits of the coffee beans, which he cannot control or
company. hardly can estimate.

The profitability of Starbucks depends largely The increase in competition among cafes
measurement of grain prices locales and specialization of other chains of
coffee, which is a raw material that is café. Local cafes can offer at a lower
out of Starbucks' control. Due to price and an offer more tailored to their customers.
hedge funds, the conditions These large coffee chains specialize
meteorological and many other factors, so that I don't have to compete side by side with
Starbucks cannot estimate the price of the Starbucks. In both situations, Starbucks
coffee and therefore, the profitability of the experiences intense competition and loses
company (Starbucks avoids coffee shortage market share.
through donations to crops.
Saturated markets in economies
Product Prices. Starbucks offers developed. The coffee markets in the
a great coffee experience and great developed economies are already saturated and
customer service, which translates to with the intensification of competition,
high prices of its products. In Starbucks will have difficulties growing in
comparison, McCafé Premium coffee these markets.
it is lower than Starbucks coffee and was
better evaluated. Interruptions in the supply. Due to the
political, economic, and climatic conditions
Starbucks may experience interruptions
in the supply, adding significant cost
for the company. The increase in prices of
the grains of

FORTRESS OPPORTUNITY
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Solid financial statements. Starbucks Expand the supplier network. Starbucks does not
profitability has been increasing during the grows his own coffee beans, but has
last years. Net income of the year to buy them from various suppliers, which
2014 was for 16.4 trillion dollars. they mainly group in South America,
Arabia or Africa. Starbucks to secure the
Number 1 in the coffee segment. critical supplies for your operations in
Starbucks has a strong reputation for Asia, reduce the dependence on crops
brand associated with quality coffee and good or bad in Africa and South America
excellent customer service. Your brand is the to save on shipping costs, you have to
most valuable brand in the coffee segment extend your network of suppliers.
and is valued at $4 billion.
Expansion into emerging economies. There is
The experience. One of the greatest advantages. great opportunities for cafes in China
strong Starbucks is that it has the in India, where Starbucks has
necessary experience and knows their comparatively only a modest number
clientes. Saben que sus clientes necesitan of locales.
excellent service, high music
quality, friendly and warm staff The expansion of sales operations to
atmosphere, which translates to service to retail. Starbucks not only sells with
incomparable client. cafeterias and franchises but sells some
from their products through other retailers.
The largest coffee chain in the world. The company must form more partnerships and
the company operates around 20,000 offer the sale of your coffee, for example, in the
cafeterias in 60 countries, which makes it the retail markets.
largest coffee chain in the world.

Management of employees. The company

Solid financial statements. Starbucks

CONCLUSION

Starbucks coffee has managed to become a successful and globally recognized company, achieving
that many people buy a coffee drink far above the price they were at
used to buy and this was achieved thanks to the way it offers its service, as
seeks for each customer who enters a store to have a pleasant experience and this is done
providing good service, ensuring that the workers' treatment towards the customer is personalized,
thus creating loyalty with them.

Something very important for Starbucks is that their customers feel good in their work, because that way
they will be able to provide good service and this is achieved thanks to the fact that customers are given
training, and benefits such as medical care and they also have a slightly higher salary
higher than what other companies offer.

The products they offer are of quality, which is why the loyal customers of Starbucks do not have
problem in paying the high price they have.
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BIBLIOGRAPHIC REFERENCES

htps://[Link]/starbucks coffee historia/