Reflection

Company Profile

Starbucks, an international coffee chain based in Washington had approximately 11,000 stores. The company owned more than 6000 stores and has more than 4000 licensed stores in and around various parts of the world. The Company utilizes aggressive expansion strategy with an aim to grow rapidly in global competitive environment and disappointingly, it was observed that the price share has fallen by 54 percent (Michelli, 2007). Starbucks corporation’s sales have declined in the same stores which recorded higher sales in the past. By introducing the new blended fruit drinks into the market, the company gained an international recognition and had effectively targeted non-coffee drinkers by launching new products into the markets. Through an implementation of this strategy and governing the process of effective communication in the market, the corporation will gain potential in directly competing with Jamba Juice and other non-coffee smoothie retailers. Specifically, this company has set its price based on its competitor’s average rating. In Unites Kingdom, coffee culture is an obsession which is mostly dominated by the retail chain like Dunkin Donuts or Starbucks. The present essay outlines the situational analysis of Starbucks together with its marketing objectives, targeting and positioning, growth strategies and other perspectives. Furthermore, a reflective overview with regard to my professional development characteristics was also depicted in this essay.

Situational analysis

Situational Analysis covers the topics related Competitor Analysis, SWOT Analysis, Market Analysis, Environment analysis of Starbucks. Following sections provide us the deep and complete overview of various analytical perspectives associated to Starbucks.

Competitor analysis

Starbucks Corporation has operations throughout the world. Though it is one of the best in the coffee making industry it has its own impact on other segments within specialty eateries industry....