Professional Documents
Culture Documents
INTERNATIONAL
MARKETING
Case Study Presentation
Group members
Tariq Yousaf
Sana Munir
Midhat Batool
Irfan zafar
Atif Talal
Bilal Zafar
COMSATS Institute Of Information Technology, Islamabad
STARBUCKS
5. Corporate Strategy
7. Improving Profitability in
Japan
Controllable Elements
Technological
Placement
development
Economic Factors
In normal price variation, the demand for
coffee is price inelastic. when coffee
prices show increases, consumers reduce
their consumption.
Net revenues increased from $1.3 billion
in fiscal 1998 to $1.7 billion in fiscal
1999, due to Company’s store expansion
program
Experienced certain level of
cannibalization of existing stores by new
Sociological factors
Made outline of the company’s willingness to
make sure that its affect on the environment is
as positive as possible. These principles are
stated as:
1. Understanding of environmental issues
2. Developing innovative solutions to bring
about change.
3. Striving to buy, sell and use
environmentally friendly products.
4. Recognizing that responsibility towards
our environmental future.
5. Instilling environmental responsibility as a
corporate value.
6. Measuring and monitoring our progress for
Demographic Factors
People ages 15-64 make up the largest percentage of the
population, and will have greater control of the market.
This implies that the most important target market for
Starbucks are people within this age group.
Depen
ds on
Heavy marketing campaign to
overse draw customers from Churchill’s.
as
growth Another option could be to use
to Starbucks incredible purchasing
mainta power to acquire Churchill’s.
in
annual
20%
revenu
Solution:
Risk:
The company could demonstrate
offerin Product Market Diversification
g through research
AND
RECOMMENDATION
Thank You
QUESTIONS ???