Starbucks - a Marketing Audit

Starbucks-A marketing audit

Executive Summary

First of all, introduce marketing environmental analysis. That means definition and discussion on the marketing environmental analysis.

Secondly, use marketing audit from internal and external analysis, and then combined with SWOT analysis. Research and select the most important issues to support the theory. Use the information analysis the external and internal. Using the external and internal analysis to produce a SWOT analysis with Starbucks.

Finally, give the conclusion and recommendation. Through the analyzing, make recommendations.

Introduction

The marketing audit is the systematic, critical review and appraisal of the external business and the internal operating environment. (Lecture “Marketing Planning Process”)

Basically, an audit is the means by which a company can understand how it relates to the environment in which it operates. It is the means by which a company can identify its own strengths and weaknesses as they relate to external opportunities and threats. It is thus a way of helping management to select a position in that environment based on known factors. (Marketing Plans, 2002, p42~43)

Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 18,887 stores in 55 countries, including over 12,500 in the United States, over 1,200 in Canada and over 700 in the United Kingdom.

Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and Panini, pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores.

An External Environment analysis

2.1 Macro Environment

PESTLE Analysis: PESTLE analysis is a tool that can aid organizations making strategies by helping them understand the external environment in which they operate now and will operate in the future. It is a method of examining the many different external factors affecting an organization - the outside influences on success or failure.

PESTLE stands for: Political - The current and potential influences from political pressures

Economic - The local, national and world economy impact

Social - The ways in which changes in society affect us

Technological