Assignment for week 4: Environment of organizations
Keywords: environmental influences, DESTEP factors, environmental scanning
Analyse the external factors for one of the following companies:
Each group is supposed to prepare a short ppt (on usb-stick) and present the outcomes in next week’s class.
Starbucks internationally recognized brand
icon for globalization
External and internal market
Known for high prices- financial crisis: Starbucks forced to change its prices, continue to have high cost drinks, but offer low cost alternatives.
“Comfy place”- feel at home ...view middle of the document...
The market in the United States is more accessible and appealing to companies than (for example) markets in Africa, where there is less disposable income (though this is changing), and the political situation is not as stable.
Starbucks has to take countries own cultural preferences into perspective.
Starbucks: Anti-Globalization protesters target Starbucks.
Starbucks ruins culture: through consumerism and materialism
Not globalising the brand, but “Americanising” cultures.
Areas seeped in tradition such as Asia require careful marketing strategies:
In China people rarely drank coffee before Starbucks- - Starbucks took this into account and removed the “Coffee” from its name- thus taking the emphasis off of Coffee.
Different products in different countries, tailored to the local taste.
The Starbucks website: Immediately shows products, the logo is clearly visible.
Advertises new products on the front page (saw the website - - decided: lets go to Starbucks!)
Shows all products available for purchase.
Every region has its own specific website. (Even areas that do not yet have Starbucks....coming soon)
The Starbucks App: Loyalty program, customers can get their app scanned, see their coffee-cup get filled, and after enough purchases...