Chulalongkorn University Theses and Dissertations (Chula ETD)

Year (A.D.)


Document Type

Independent Study

First Advisor

Katikar Tipayalai


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




Starbucks Corporation is an American multinational with coffee stores all across the world and is the leading market share in a retail coffee stores. In this Individual Study I will be assessing the marketing strategy of Starbucks in the USA by applying SWOT analysis, Marketing Mix 4ps, and Porter's 5 forces. A qualitative Literature Review of previous studies was used as a methodology to assess the marketing strategies of Starbucks. Furthermore, in order to find which marketing strategy Starbucks can implement to increase its market share, I used the Quantitative Strategic Planning Matrix (QSPM), and External and Internal Factor Evaluation analysis models. This paper uses Subjective Weighting for weights and ranking for analysis. The findings suggest that Starbucks differentiates its product from its competitors and implements Premium Pricing Strategy to maintain its market share. As for the new marketing strategy, Starbucks can implement a market penetration strategy and focus on the increasing market share of current products in existing markets through Green Marketing.

Included in

Economics Commons



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