Extended Essays 2021

Table of Contents

Introduction ............................................................................................................................................. 3 Methodology ............................................................................................................................................. 4 Theory Used ............................................................................................................................................. 4 Starbucks’ Market Segmentation and Target market ................................................................................ 5 The Marketing Mix ................................................................................................................................... 7 Product ..............................................................................................................................................................7 Price ...................................................................................................................................................................9 Promotion ........................................................................................................................................................10 Place .................................................................................................................................................................11 People ...............................................................................................................................................................12 Process .............................................................................................................................................................13 Physical Evidence ............................................................................................................................................14 Communications Mix- Public Relations ..........................................................................................................15 Starbucks Growth Strategy ..................................................................................................................... 16 Comparison to a Competitor ................................................................................................................... 18 Comparison to Starbucks Expansion into China .................................................................................... 19 Conclusion ............................................................................................................................................. 20 Bibliography ........................................................................................................................................... 21

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