Business Strategies And Analysis Of Starbucks Marketing Essay

Business Strategies And Analysis Of Starbucks Marketing Essay In this following report provides analysis of company mission, business strategy with Porter’s Generic Strategies (Michael, 1980), using Michael Porter’s five forces (Michael, 1979) to analyze specialty coffee industry, situation analysis with SWOT, Starbucks core competencies (C.K. customers whom share the same valued, required premium-level coffee, have spending ability; young urban professionals, teenage and trendy (Wikinvest, 2010) but not the pricing competition. Source: Generic Strategies – Michael Porter (1980), http://www.marketingteacher.com Starbucks’ business strategy (differentiation focus) has been used in all processes and all stakeholders; starting from suppliers and farmers that Starbucks made the different in the way of finding the source of materials (e.g. coffee bean) at the origin places not from the secondary sources and the most significant is tried to improve farmers’ quality of life in the same time also got the good qualit y of coffee beans. Secondly, they treat the employees differently from the others whom they called partners that hope to make the different in the way of service-minded and relations. Another most important and differentiate point is the global/environment/community responsibilities as their shared value as mention by Howard Schultz, Starbucks’ CEO, said â€Å"You don’t do these things for recognition, you do these things because they are the right thing to do† (Nancy, Marya, Katherine, 2008). Industry Structure As a different industry has different nature of business, competition or level of profitability (productivity and efficiency). So for better understanding in this coffee specialty industry, it could use a framework of Michael Porter, which influenced by the five forces (Michael, 1979).