Starbucks: A Marketing Mix Analysis

Paper Summary:

The paper analyzes Starbucks and its regional competitors Dietrich Coffee and Coffee Bean and Tea Leaf Company. The paper provides a comparative analysis and competitive benchmarking for a marketing mix analysis. This includes an analysis of the companies' respective segmentation strategies, approaches to managing their websites, market position, customer relationship management, societal marketing, stages of the product life cycle and the advertising efforts of each of these companies.

Outline:
Introduction
Segmentation Strategies
Marketing Mix Analysis
Website Analysis
Market Position Analysis
Micro-environment versus Macro-environment
Customer Relationship Management
Societal Marketing Concept
Stages of the Product Lifecycle
Personal Buyer Decision Process
Competitive Analysis of Advertising Efforts

From the Paper:

"The core products of each of these companies are beverages, bakery items, and increasingly light lunch items including sandwiches and salads. Starbucks has successfully moved into this arena by offering light lunches and a wider variety of items than is the case with its two competitors, Dietrich Coffee and the Bean and Tea Leaf Company. Starbucks has test marketed vitamin-enriched caffeinated drinks in the US and regularly test markets drinks specific to regions of the world."

Sample of Sources Used:

• Baird (2006) - Baird U.S. Equity Research. Initiating Coverage and Issuing Outperforming Rating David E. Tarantino. New York, NY, 2006. 2.
• Mintel Research, 2006, US Coffee shops still simply too hot to handleMintel Research March 20, 2006. Retrieved March 31, 2007, from http://www.marketresearchworld.net/index.php?option=content&task=view&id=566&Itemid=
• Starbucks Profile, 2005 - Starbucks Corporation. Company Profile. June, 2005. DataMonitor Corporation. New York, NY.

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