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Date Submitted: 08/27/2011 07:52 AM

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Starbucks is a leader in adapting its brand to markets all over the world.

Environmental Factors and Marketing Decisions: Starbucks

Starbucks has wide range of business activity. These activities allow the company to use numerous channels of product distribution. With the company operating in many locations worldwide environmental factors play a major role in marketing decisions. Each distribution channel is affected differently and the company's flexibility in the marketing plan allows the company to adjust their strategies to meet the needs of the environmental factors.

Starbucks is known as the premier company of the finest coffee in the world. They purchase and roast high quality whole bean coffee, sells them with fresh, rich-brewed Italian style espresso beverages, pastries, confections and coffee-related accessories and equipment. Starbucks provides a work environment treating others with respect and dignity. The company embraces diversity as an essential component in the way Starbucks does business.

Offer consumers what they love = Starbucks has shown that consumers love sugary drinks. People love sugar, and Starbucks offer them in heaps. Thus, you have flavors such as Java Chip Frappuccino served with chocolate chunks, whipped cream and a drizzle of chocolate on top; or Toffee Nut Latte with toffee nut syrup, whipped cream and crunchy toffee sprinkles; or Caramel Macchiato with gooey, yummy caramel sauce drizzled on top. Their drinks may not be healthy, but Starbucks has shown that consumers love their desserts, even in their coffee drinks.

Consistency = Consumers want to know that they are getting their favorite cup of coffee whether they are in Seattle, New York or Tokyo. Starbucks' coffee may not be the best coffee out there, but customers want to be assured that they are getting the same taste, same quality, and same experience when buying coffee. Reliability is the key to Starbucks. As the author writes, "To the coffee drinker in unfamiliar...