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Essay / Research Paper Abstract
This 10 page paper is a comprehensive look at how Starbucks in the UK can expand their business and still retain brand integrity. The first part of the paper considers the influences on business, including the political, economy, social and technological factors. The writer then suggests how the company may extend the market with reference to Ansoff's market, with new products and new target markets. Financially the paper consider the importance of branding and positioning, and applies this to Starbucks, looking at the way the company has been promoted, and how the practical observations fit in with the relevant marketing and strategy theory. The writer also includes an analysis of the companies strengths, weaknesses opportunities and threats in the UK. The bibliography cites 6 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEstarb3.rtf
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Unformatted sample text from the term paper:
were also other stars of the Movie, the Internet played a big role, but so the placement of a single chain of coffee houses; Starbucks. This type of advertising, which
was also seen in many other films, such as the Austin Powers movies, have brought about an increased awareness of the brand, making international expansion more possible and acceptable to
the new target markets. The UK has a great deal in common with the US, the film industry is one. It is traditionally said that the UK tends to
be a decade behind the US when it comes to social trends. The US has had coffee houses for many years, however, in the UK we can trace these back
to the 1920s with the well known Lyons Corner Houses. These were successful for a number of years, and eventually died out after the Second World War. However, the
perception that many have of these new style coffee bars or houses has been gained form the media, with films such as these, and it is in the wake of
films and media coverage such as this that has helped companies such as Starbucks find and establish a market in the UK. If we wish to consider the UK
market, and how this may be developed we can consider the way that this may take place, but to understand this we need to understand both the company, its position
as well as the way in which environment in which they operate is influenced. Then we can look at how more sales may be achieved. However, when we undertake any
opportunity to increase sales and widen a target market it is also important that we consider the brand integrity. Therefore, we also need to consider how these different tactics may
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