Define the marketing environment for Starbucks (www.starbucks.com). Keep in mind that a company’s marketing environment consists of the actors/forces/variables outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
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The Marketing Environment for Starbucks can be analysed considering different factors such as :
- Social Factors
- Demographic Factors
- Economic Factors
- Technological Factors
- Political & Legal Factors
- Social Factors: The individuals of starbucks, workers feel they have the responsibility to provide back to the community which is already giving them a lot. They recognize that they’re within the agricultural based business and thus they need special programs for the farming communities. they need LEED certified stores. They recycle the fabric they use. they have the priority for water & energy conservation. Because of this social factor , individuals can fancy about being connected with Starbucks.
- Social Factors: The individuals of starbucks, workers feel they have the responsibility to provide back to the community which is already giving them a lot. They recognize that they’re within the agricultural based business and thus they need special programs for the farming communities. they need LEED certified stores. They recycle the fabric they use. they have the priority for water & energy conservation. Because of this social factor , individuals can fancy about being connected with Starbucks.
- Demographic Factors:Starbucks is one brand which is omnipresent. It is present in almost all developed and developing nations across the globe. Due to it’s presence everywhere, it connects with everyone so easily. It has a very good relationship with all it’s localities also starbucks is known for having a local website for every area.
- Economic Factors:As starbucks is present everywhere. Hence, it does consider the economic factor for every nation. It has designed its structure in such a way that it keeps in mind the economical conditions of various nations while deciding the prices. For an instance, It is very well aware that the capital income of an American household is approx $41663 and therefore it knows that anyone from America can pay easily for a quality coffee which makes a premier coffee chain.
- Technological Factors:The world today is moving towards technological advancements at a very high pace. There are innovations taking place every hour, minute and second. Technology plays an important role for a brand like Starbucks. Since it’s inception It has many technological innovations such as:
- Earlier it never had the system to order coffee online, but recently in many nations they have opened online service, which has helped to increase it’s sale with a large margin as it is very convenient for customers to order coffee online.
- Order anytime and pick the coffee at your convenience: Users can order at anytime of the hour and can also pick up at their own convenience which makes the services very customer friendly.
- Order on Smart phone using App, the customers can now use their smart phone to place an order. This allows them to order at anytime and anywhere and they do not have to physically be present or visit the place to order.
- Political & legal Factors: Since star bucks is present at various countries, it is important to have the elements of the nation in each store. It tries and source the coffee, tea and other substances locally to keep a connect with the individuals of the nation and bring a personal touch.
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