Marketing Strategy Proposal - Essay Example

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Marketing Strategy Proposal Starbucks company restaurants have always been the best place where many coffee lovers get a cup of the world’s best coffees. It is a well known international coffee house chain in the world, with over 17,000 stores in over 50 countries (Williams & Curtis, 2006)…
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Download file to see previous pages Mostly strength and weaknesses involves the evaluation of factors related to internal business capabilities, Opportunities and threats keenly deal with the external factors that somehow affect the business. Companies always design a strength assessment to measure their competencies.Here, a business thoroughly evaluate its marketing and promotion objectives for it strength based on its internal capabilities (Lussier, 2012). To optimize the development occurring in the beverage market, Starbuck has failed to perfectly match its strength to the existing opportunities. With its reputation of producing high quality products, which attract potential customers daily, the company has to effectively assign resources to exploit this business. Starbucks need to develop efficient strategies that inform its potential client of its reputation for quality and its close proximity.Secondly, Starbucks should ensure it gives its best sales representative the responsibility to sign up new businesses it has created with its new customers. The company should intensively research on its new prospective customer’s preference (Levy & Weitz, 2007). This will help it appear as if there is a natural match with the new customers thus increasing their loyalty to the company’s product. ...
In a SWOT analysis, companies always assesses their internal weaknesses to identify what they are not able to do based on their existing abilities.Starbuck, in many countries has been facing market penetration challenges. This has solely been blamed on weaknesses of its sales approach. The company need to address this identified weakness by fixing or completely eliminating it. Though it can’t completely eliminate its sales approach, the company can opt to train its sales personnel and allocate them some extra tools (Kotler & Lee, 2005). Secondly, to overcome this marketing problem, Starbucks need to invest in customer relationship management softwares, and then ensure it avails them to its sales personnel. This will encourage the sales people to use the vital available customer information for their sales call. The company should also consider offering training to its sales personnel on the use of CRM applications as this will help them strengthen their sales approach. Many of coffee lovers customers are with time becoming more environmental conscious with their purchasing habits (Ottman, 2011). This is a great opportunity for Starbucks to come up with a comprehensive promotional plan to markets the green initiatives of this company. With such a marketing initiatives Starbucks will perfectly find a favorable placement in the market. Starbucks faces a great market threat from its competitors. To address this threat from SWOT analysis, the company can opt to strengthen itself to meet these prevailing threats (Kotler & Lee, 2005). With its much resource focused to controlling its home market, Starbucks will be stretched to meet the low cost competition from its oversea markets. So, to ...Download file to see next pagesRead More
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