Starbucks


Market environment in Starbucks

Starbucks carefully balance the external and internal environment of the business to grow in the sector of interest. Macro environment analysis includes the factor, which includes external factors and Microenvironment analysis includes the factor including the internal factor. Starbucks management tries to manage the change in environment by having proper marketing plans, proper promotion, proper pricing method and well distribution method.

Macro environment analysis

It contains the term, which is categorized as PESTLE that is political, economic, social, technological, legal and environmental analysis.

Political factor

The political factors include the tax structure employed by the government from time to time on the business. Extreme political influences include war, dictator government and civil wars. There are negative list from the government side, which restrict the organization from selling addictive substances in family chain store to protect the young children from the addiction of these substances. Starbuck understand its responsibility and tries to follow all political restriction, rules and regulation.

Economical factor

Recession cause problem too many organization and loss of purchasing power from the consumer. As UK joined European union, which ensures the free movement of good throughout the European Union. The distribution of the income among the business entities decides the ranking such as income earners, middle and lower earner group. Starbuck concentrated on all economic factors to ensure the profitability of the business.

Social factor

Social factor influence the marketing decision such as demographic factors, which is related to the population. Starbuck tries to open their outlet in busy street to attract the attention of the customer. Starbuck tries to target the young population of the country, as the purchasing power of the young generation is higher in comparison to older generation.

Technological factor

Starbucks tries adopting the latest technological development to remain in competition in market.

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