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External and Internal Marketing Environment of Starbucks

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The researcher states that Starbucks has been operating in the UK successfully and it has been able to implement the organizational mission and vision for the region. However, it is important to consider that every geographical region has its own preferences and needs and in turn, demands customized and specially designed marketing strategies. For this purpose, it is important to investigate and understand the external market environment along with the internal organizational environment. By assessing both external and internal environment, the company is able to identify its strengths and weaknesses along with any opportunities and threats.

This enables the organization to come up with effective and efficient marketing strategies for consistent growth and development. In order to come up with effective and efficient marketing strategies, it is important for the organization to investigate and explore the external marketing environment. External factors and stakeholders have the direct impact on the marketing strategies of the organization which in turn affect the growth and performance of the company. In order to grab and retain the position of market leader in the United Kingdom coffee market, it is important for Starbucks to first analyze the overall situation of the market.

The coffee market overall in the UK has been reporting growth. In the year 2009, the total coffee sales in the United Kingdom was reported to be around $ 1,235 million. The number of coffee outlets has also been increasing rapidly in the region. Starbucks has been the market leader in the UK industry, but after the year 2007 Costa Coffee has more outlets as compared to Starbucks. The marketing environmental analysis is incomplete without investigating the internal factors and environment of the organization.

The mission of Starbucks Corporation is based on inspiring and nurturing the human spirit. Starbucks gives considerable importance to the process of providing ultimate experience to the customers. For this purpose, the internal environment of the organization is also designed in a similar manner.

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