Chulalongkorn University Theses and Dissertations (Chula ETD)
Year (A.D.)
2021
Document Type
Independent Study
First Advisor
Katikar Tipayalai
Faculty/College
Faculty of Economics (คณะเศรษฐศาสตร์)
Degree Name
Master of Arts
Degree Level
Master's Degree
Degree Discipline
Business and Managerial Economics
DOI
10.58837/CHULA.IS.2021.9
Abstract
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.
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Recommended Citation
Sherpa, Norke Lama, "The Application of Marketing analysis : A case study of Starbucks in the US" (2021). Chulalongkorn University Theses and Dissertations (Chula ETD). 7625.
https://digital.car.chula.ac.th/chulaetd/7625