How Has Consumer Behaviour Had an Impact on the Strategy of Starbucks Usa

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| An Evaluation Of The Effectiveness Of Consumer Behaviour On Ethical Strategies In Marketing. How Has Consumer Behaviour Had An Impact On The Strategy of Starbucks USA? |

*REPORT ABSTRACT*

The rising power of the consumer in response to social, economic and environmental issues on both a national and global scale has led organisations to develop and implement a range of ethical marketing strategies. Those organisations with a global presence have been under particular scrutiny and are often the target of consumer groups who are motivated by their own personal values and beliefs. Starbucks USA have unwittingly attracted the attention of a range of consumer groups throughout its history, this report will focus on two groups in particular; a nationally based Christian group and the international human rights group Global Exchange as we explore how both groups have affected the marketing decisions taken by Starbucks.

*TABLE OF CONTENTS*

CONTENT | PAGE NUMBER |

LIST OF FIGURES & TABLES | 4 |

INTRODUCTION | 5 |

*SECTION 1*LINKING MARKETING ETHICS & CONSUMER BEHAVIOUR1.1 Introduction1.2 The Evolution of Ethics in Marketing1.3 Change in Consumer Behaviour | 6 |

*SECTION 2*BOYCOTTS AND PRESSURE GROUPS2.1 Introduction2.2 Consumer Pressure Groups2.3 Starbucks USA and the Christian Pressure Group2.4 Starbucks Growth Strategy & the Threat of NGO’s | 10 |

*SECTION 3* STARBUCKS AND THE FAIR TRADE STRATEGY – AN EVALUATION3.1 How did Starbucks Perform before Fair-Trade Adoption?

3.2 An Analysis of How and Why did Starbucks Get Involve in Fair Trade.3.3 Pioneer or Pressurized? | 16 |

*SECTION 4*REPORT CONCLUSION*SECTION 5*APPENDICES6.1 Evolution Of The Starbucks Logo6.2 The FCB Grid *SECTION 6*HARVARD BIBLIOGRAPHY | 212325 |

*LIST OF FIGURES*

FIGURE 1 - THE EVOLUTION OF ETHICS IN MARKETING

FIGURE 2 - STARBUCKS MARKETING ETHICS CONTINUUM

FIGURE 3 - STARBUCKS MISSION STATEMENT 1990

FIGURE 4 – STARBUCKS C.A.F.E. GUIDELINES,...