Marketing Information System

In: Business and Management

Submitted By Jonni87
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RUNNING HEAD: MARKETING INFORMATION 1

Marketing Information System
Jonique McClain
BUS 339: Marketing Research
Instructor: Jeanne Oxley
May 16,2016

Starbucks Company was established in Seattle in 1971 by Jerry Baldwin, Gordon Bowker and Zev Seigel their dream was to instruct American buyers about the fine espresso drinking background. In 1987 Howard Schultz assumed control over the Starbucks Group, he needed to make the Italian coffee bar encounter in America by making a particular relationship between the clients and their espresso. Just inside a few years they developed from a little espresso business house turning it into a multi-million-dollar player in the business by purchasing just the best espresso accessible and giving the individuals an unmatched store experience. As standing, Starbucks is number one in the forte espresso industry, with more than 12,000 shops in more than 35 nations.
Marketing Challenges:
Because of the current financial crisis in the world economy Starbucks is forced to call closures of many stores around the world. Another challenge that Starbucks is dealing with is competitors. There are numerous coffee shops all over the world and being able to stand out to generate customers is important. Their main competitors are Dunkin Donuts, McDonald’s, and Nestle in the US and brands like Costa Coffee and Caffè Nero in the UK, the two major markets for Starbucks. It is important for Starbucks to know their competitors and what they are currently doing (Koontz, & Weihrich, 2006). Also, Starbuck coffees are priced higher than other market competitors because Starbucks prides its company on only purchasing the highest quality coffee beans for their product, thus increasing the price of the drink giving the competitors a cost advantage over Starbucks.
Also, Starbucks inadequate marketing strategy on…...

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