Premium Essay

Organizational Strategy

In: Business and Management

Submitted By arlene1910
Words 302
Pages 2
This paper analyzes the marketing of Starbucks coffee. The paper provides some background on Starbucks and then looks at the company's organizational mission and goals, organization strategy and objectives, marketing objectives, marketing strategy, target markets, personal selling strategy and sales promotion strategy.

Outline:
Background
Organizational Mission and Goals
Organization Strategy and Objectives
Marketing Objectives
Marketing Strategy
Target Markets
Personal Selling Strategy
Sales Promotion Strategy * Description * From the Paper * Related Papers * Cite this Term Paper * Comment & Share
From the Paper:
"Starbucks today is the premiere specialty coffee retailer, operating more than 2,000 coffee shops in a variety of locations in Asia, Canada, the UK, and the United States, with stores in such locales as office buildings, shopping centers, airport terminals, and supermarkets. Starbucks sells coffee drinks and beans, fresh pastries, and other food items and beverages as well as mugs, coffeemakers, coffee grinders, and storage containers. The company also sells its beans to restaurants, airlines, and hotels, and it offers mail order and online catalogs. The company has expanded into coffee ice cream (with Dreyer's) and also makes Frappuccino, a bottled coffee drink (with PepsiCo).
"Starbucks existed as a different sort of company before its present incarnation. It was a small company with only four stores when Howard Schultz went to work for the company in Seattle in 1982. The new company developed from the vision Schultz created at this time. He and the former CEO disagreed on the direction the company should take. Schultz had traveled around the country to see what other coffee shops and companies were doing. When Schultz returned to Seattle after seeing how small coffee boutiques were serving customers...

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