Abstract This paper explores the global strategies of McDonald’s Corporation and Starbucks Corporation. An overview of the company histories is included along with the basic business philosophies. The focus of the paper is on the marketing strategies, both domestic and international, examining the marketing mix for each company. The four P’s of marketing are detailed with examples of how each company uses them to their advantage. The reasons for the successful global expansion of both companies
Words: 3969 - Pages: 16
Nespresso is an operating unit of the Nestlé group based in Switzerland. Since the 90’s Nespresso sell machines, which have a market success. Packaged portions of espresso coffee are one of the fastest growing segments of the coffee market. It has between 20 and 40% of the value of ground coffee sales in the European coffee market, which totals USD 17 billion. Nespresso sales have been growing at an average of 30% per year over the past 10 years and more than 20 billion capsules have been sold
Words: 1112 - Pages: 5
a subsidiary of the Nestlé’s Business Group, as it looks to improve its position in the competitive “capsule coffee” machine and cup market in the United States. The industry has boomed after economic recession hit the U.S. in 2008; American consumers realized they could invest in a home brewing station and enjoy a premium cup of coffee at home without paying the high prices found in coffee shops such as Starbucks. The report seeks to identify key role players, performance, decisions, objectives
Words: 3351 - Pages: 14
with a passion for coffee opened a gourmet shop ? Starbucks was born. The coffee shop's name comes from Herman Melville's 19th century novel about the whaling industry, Moby Dick. The seafaring name seemed appropriate for the small shop, which imports the finest coffee. The cold weather and thirsty Seattle community seemed to be a perfect match for this endeavor. Starbucks caught on and, in less than a decade, became Washington's largest coffee roaster. In 1982, Starbucks coffee changed forever.
Words: 2805 - Pages: 12
Merkel Nicole Klötzer Carolin Wiese Samuel Weimer Nicole Schröder Date: 11th June 2010 Executive Summary In the following, two companies and their strategic positions within the coffee consumer goods industry will be described. The focus lies on Nestlé and its competitor Kraft Foods. As coffee is one of the most popular products worldwide, this is a very demanding business. It is necessary to provide high quality products, especially when working in the more affluent segments like
Words: 11935 - Pages: 48
owns nearly one-third of America’s coffee bars, which is more than its next five biggest competitors combined. Almost all of Starbucks’ locations in North America are company-owned stores located in high-traffic, high-visibility settings such as retail centers, office buildings, and university campuses. This made Starbucks a very convenient coffee bar because of the many different locations. Starbucks also worked to add more depth to their product in the coffee shops. In addition to selling whole-bean
Words: 1949 - Pages: 8
whole-bean coffees, but they also have rich-brewed coffees, Italian-style espresso drinks, cold-blended beverages, and premium teas. Starbucks has equally worked hard to expand the number of retail stores as well as product innovations and service innovations. An example would be that Starbucks launches new products on a regular basis like they launch a new hot beverage for every holiday season. The three components Starbucks focussed on are: the coffee, the service and the atmosphere. Starbucks
Words: 900 - Pages: 4
New Wave Coffee Company 3-Year Marketing Plan Assessment Code: 318.1.5-06-15 Student Name: Daniel Coffey Student ID: 000374326 Date: 11/15/2014 Mentor Name: Tashia Bryce Table of Contents Introduction 3 Mission Statement 3 The Product 3 Consumer Product Classification 3 Target Market 3 Competitive Situation Analysis 4 Analysis of Competition using Porter’s 5 Forces Model 4 SWOT Analysis 4 Strengths 5 Weaknesses 5 Opportunities 5 Threats 6 Market Objectives 6 Product
Words: 2009 - Pages: 9
ASSIGNMENT BRIEF (I) Task One : Brief note on McDonalds McDonalds is one of the world’s leading fast food franchisee. They mainly concentrate on burgers with occasional additions with to suit the host country. They have designed meals targeted at adults to toddlers so as to reach wider range of audience. They operate in more then 119 countries and serve around 52 million customers per day which makes it a global brand. Globalization of McDonalds Globalization is the interlocking of
Words: 1529 - Pages: 7
Successes in Global Expansion McDonalds and Starbucks McDonalds and Starbucks are two of the biggest and most recognizable companies in the world today. They have both dominated their particular markets to such an extent that they have begun competing for the others market share all over the world. Both companies have expanded to markets all over the world. Sometimes even expanding too fast for their own good. In 2008 Starbucks had oversaturated many domestic markets and
Words: 890 - Pages: 4
