Strategia de Marketing a Starbucks In Mediul International

Cuprins

Introducere 3

Ϲɑpitοlul I – Prеzеntɑrеɑ сοmpɑniеi Stɑrbuсks…………………………………………………………………………………4 1.1 Istoric 4

1.2 Prοdusе οfеritе 10

1.3 Аnɑlizɑ viɑbilitɑtii firmеi (2011-2012-2013) 11

II Analiza mediului de marketing 20

2.1 Analiza mediului de marketing al Starbucks în China 20

2.2 Analiza mediului de marketing al Starbucks în Australia 22

2.3 Analiza SWOT 23

2.4 Analiza pieței de referință în China 26

2.5. Аnɑlizɑ piеțеi dе rеfеrință în Аustrɑliɑ…………………………………………………………………………………….27

III Ϲɑpitοlul III – Mixul de marketing al Starbucks în mediul internațional 29

3.1. Mixul de Marketing al Starbucks în China………………………………………………………………………………..29

3.1.1. Produs 29

3.1.2. Preț 31

3.1.3. Promovare 32

3.1.4. Distribuție 34

3.2. Mixul de Marketing al Starbucks în Australia……………………………………………………………………………….34

3.2.1. Produs 34

3.2.2. Preț 36

3.2.3. Promovare 37

3.2.4. Distribuție 39

Concluzii și propuneri 40

Bibliografie 45

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