Starbucks Summary

This is to recommend that touch to change magnitude the power of boom out the multinational grocerys especially the countries that touch has not been launched yet in order to get ahead more than global grocery contend thus generate more gross sales. strike also need to reduce the power of expand domestic markets since the market in the US is approaching saturation and the marketing- warming intricacy techniques has caused cannibalize existing store sales.Based on my analyzes on the case major intentionet Struck (A), Struck Coffee remains a leader in the coffee business in the world for a long magazine because the perceived premium products cachet that they are offering customer something so far superior than customers expectations and their ubiquitous positioning outline that providing ready ingress to customer foot traffic. These are the biggest strengths of Struck. Based on its existing favored del, Struck has indicated continuing increased gross operating income and operating income. protrude Appendixl ) This huge success offers Struck more resources to expand its international market such as capital, existing business model, triple-crown previous experiences and expert management team. At present, it is the great time for Struck to expand its international market, since the domestic market is approaching saturation. Even the marketing-swarming magnification techniques prevented competitor entry to the rake and helped Struck built strong trademark awareness and recognition, it leads to downward trend in sales per store.As an illustration, between 1 995 and 1 998, Struck had averaged $0. 69 million sales per store per course yet until 2002, the sales has been decreased to $0. 559 million per store. This data reflected the domestic market has approached the saturation. However there is still an opportunity to increasing the globally market share, since in year 2002, there are total of 4574 domestic stores but the total number of intern ational stores are only 131 2, which is only tail end of the number of domestic stores. See Appendix 4) Therefore, expanding international markets would lead to increasing the globally market share thus generate more sales and also will help the company to achieving its objective which is establish Struck as the most recognized and respected brand in the world. Struck has a pretty strong brand image to many of its customers as a third place where is a place between track down and home that people can escape, reflect, read, chat and listen.This niche positioning strategy has differentiated Struck from its competitors and this strategy has also become to Struck strongest combative advantage that provided customers an atmosphere of both warmth and comfort. In conclusion, the main plan of action right now should be to focus on expanding international market instead of domestic markets. Thus the global market share will be increased if the marketing strategy is executed aright and co operated with right partner.