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Starbucks Brand Audit Essay

3635 words - 15 pages

Starbucks
 Coffee
 
Brand
 Audit
 
Simon
 Mc
 Nally
 

 
 

Simon Mc Nally
  Table
 of
 Contents
 

Starbucks Brand Audit

May 10th 2010

Company Analysis ..................................................................................................................................3
  Market Analysis ......................................................................................................................................3
  Brand Analysis ........................................................................................................................................4
  Consumer Analysis ...view middle of the document...

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2
 

Simon Mc Nally

Starbucks Brand Audit

May 10th 2010

Company Analysis
Starbucks has been dedicated to building a brand that was known for its quality, ethical sourcing and its human connection. They want the brand to bring friends together, inspire conversation and finally to been seen as a brand that helps to make the world a better place, through numerous CSR initiatives. The Starbucks brand has been part of the company since it began operations and has been a unifying element throughout its international expansion. As the parent corporation and the brand are synonymous, they naturally provide heavy financial support for the brand. Nielsen released figures showing that Starbucks invested $43 million in marketing in 2009. Currently the company is a very favorable position for the brand. They are experiencing increasing profits, further international expansion and have been making good decisions in relation to cost reduction activities such as, shutting down a number of under performing stores in the U.S. Kraft currently licenses the right to sell Starbucks into grocery stores; it was first introduced in September of 1998. This was in order to accelerate the growth of the Starbucks brand. Starbucks felt this agreement would bring together their expertise in sourcing, roasting, and packaging of the highest quality specialty coffee with Kraft's extensive knowledge of marketing, selling, and distributing packaged foods directly into to grocery stores. Kraft has found that licensing Starbucks has filled a gap in their product line and therefore show great support for the brand. Kraft distributes 29 varieties of Starbucks coffee to over 25,000 grocery stores all over the U.S., as well as to club stores. Howard Schultz (Starbucks CEO) stated that the agreement was a natural extension of their global brand building strategy and represents a significant step toward becoming one of the most recognized and respected brands in the world.1 Problems  The company faced some widely publicized lawsuits in 2008/2009 that for some consumer may result in negative associations with the brand. Opportunities  The company has several ties to very ethical organizations i.e. Product (Red), Fair Trade and the Rainforest Alliance; as CSR becomes a more influential factor in consumer decision making Starbucks can leverage these associations to help protect or grow their market share.

Market Analysis
Starbucks is seen to be a specialty coffee that competes in the roast coffee segment, which encompasses all whole bean and ground roast coffee. There has been year on year growth in the roasted coffee segment. The specialty segment sales are still recovering from their decline in 2009, however analysis of quarter one figures, shows that this market is currently experiencing good growth. This continual segment growth is in part because consumers are spending...

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