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Marketing Strategy of Starbucks in the United Kingdom - Case Study Example

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The paper "Marketing Strategy of Starbucks in the United Kingdom" states that required marketing strategy of Starbucks in the UK has been discussed elaborately. A brief analysis of the country’s food and beverage market has been done so as to realize the competitive advantages of Starbucks therein…
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Marketing Strategy of Starbucks in the United Kingdom
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Download file to see previous pages The inception of Starbucks dates back to 1971 when the multinational coffee chain of American origin opened its first coffee shop in Seattle, Washington. During those days, the company was mostly in roasting and retailing of whole bean and ground coffee, spices and tea. In 1982, the company was joined by Howard Schultz, the retail and marketing operations director. The director travelled to Italy, where he observed the concept of espresso bars and coffeehouse culture and decided to implement the same for the expansion of Starbucks (Starbucks, 2014). Ever since the company grew swiftly and in 1991, it became the first private company in the United States to offer stock option programs. In 1992, the company went public through Initial Public Offerings. The company is listed in NASDAQ and its current market capitalization is $43,049 million with approximately 753 million outstanding shares (NASDAQ, 2014).
Presently, the company is spread across 60 countries with a total of 19767 stores across the world as per data reported in September 2013. Starbucks sells a number of products such as different blends of coffee, handcrafted beverages and fresh eatables such as sandwiches. Alongside, it also sells accessories and merchandises such as coffee mugs and packaged goods. Starbucks entered the United Kingdom in 1998 and within 2011, it operated around 607 stores and 128 Starbucks licensed stores in the UK. However, the company faced certain tax-related problems in the country (Starbucks, 2014).
The following sections will discuss marketing strategies and planning undertaken by the company in order to operate in the UK, its prime competitors, target market and strategies related to product development.
In 2009, the sale of coffee in the UK generated revenue of approximately $1235 million, of which 80% comprised instant coffee.  ...Download file to see next pages Read More
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