Please use this identifier to cite or link to this item: https://cuir.car.chula.ac.th/handle/123456789/81244
Title: The Application of Marketing analysis : A case study of Starbucks in the US
Authors: Norke Lama Sherpa
Advisors: Katikar Tipayalai
Other author: Chulalongkorn University. Faculty of Economics
Issue Date: 2021
Publisher: Chulalongkorn University
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. 
Description: Independent Study (M.A.)--Chulalongkorn University, 2021
Degree Name: Master of Arts
Degree Level: Master's Degree
Degree Discipline: Business and Managerial Economics
URI: http://cuir.car.chula.ac.th/handle/123456789/81244
URI: http://doi.org/10.58837/CHULA.IS.2021.9
metadata.dc.identifier.DOI: 10.58837/CHULA.IS.2021.9
Type: Independent Study
Appears in Collections:Econ - Independent Studies

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