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Essay / Research Paper Abstract
This 7 page paper looks at strategies used by 5 different companies and considers how lessons from those strategies may be utilized by Starbucks. The companies discusses are McDonald's, with their strategy to change the menu, Disneyland Paris and the re-branding of the experience they offer, The Body Shop with the use of ethics and environmentalism as a source of differentiation, Masterfoods and brand extension and finally Tesco and the collection of data from customers to increases market understanding. The bibliography cites 5 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEstarother.rtf
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Unformatted sample text from the term paper:
is generally seen as a positive move. However, the company does not work in isolation, and just as other companies are influencing the weight performing, the company can strategies of
other companies in order to consider the way in which it will develop. In this paper we will go five different strategic approaches adopted by other companies, outcomes, comparing issues
to those faced with Starbucks and looking at how Starbucks could implement those strategies. We will look at McDonalds, Disneyland Paris, The Body Shop, Masterfoods and UK supermarket chain Tesco.
McDonalds McDonalds is a logical able organization, once undergoing massive growth the company has faced a downturn in business, possibly partly due to the maturity of the product lifecycle
(Hooley et al., 2003), as well as a result of influences including concern over health and the contribution of the products they sell towards an unhealthy lifestyle.
The response and McDonalds to this was a campaign called "changes". The aim of the marketing is to change the perception of McDonalds by focusing on
foods that were deemed to be healthy, or to detract from the unhealthy image. Images included those of fruit and free range egg shells along with cappuccino. The company faced
problems as the core products remains and the identity of McDonalds was firmly established with those products perceived as less healthy. Another strategy
adopted was to expand the menu in order to introduce new products which were meeting Jim demand, for example sonnets were introduced on to the menu and free blacks including
carrot sticks and grapes were introduced to the childrens menu. In addition to this rather than the ongoing standardized strategy with identical menu items in order areas, the company has
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