Page Number
             Section title
            
             Executive summary 1
            
             Introduction
            
             The Company
            
             The Market Environment
            
             The Competition
            
             Marketing Strategy
            
             The marketing Mix
            
             Evaluation of The Company's Strategies and tactics
            
             Conclusions
            
            
            
            
            
            
            
            
            
            
            
            
            
            
            
            
            
             Executive summary
            
             The nature of this project is based on products produced and marketed by Starbucks.
            
             Introduction
            
             31 billion cups of coffee are drunk in the UK every year, and this is increasing
             Between 1993 and 2002 the volume of coffee declined by 1.6% but the retail sales increased by £130 million
             The UK coffee shop market grew 55% between 1997 and 2000 and Saturation is expected between 2004/ 2005.
            
            
             Starbucks began as an innovative idea back in 1971 when its first store was opened in Pike Place market, Seattle. It is named after Moby Dick, a novel about whale's written by Herman Melville. With the instant success in Seattle, the company spread throughout America and by the late 1980's had 55 locations with the help of Howard Schultz, a retail operations and marketing director who began his campaign by introducing
             (Figure 1.1) Starbucks coffee to well known upper class restaurants and espresso bars to establish a decent name and reputation for itself. After a trip to Italy and seeing the popularity of coffee bars, Schultz realises the potential for the USA and finally in 1985 convinces the founders of starbucks to try the idea in Seattle in a new location. The idea was an immediate hit and the Starbucks as we know it now was born. Starbucks continued growing up to 1992 when it reached 165 locations and in that year it completed the introduction process of Common Stock being traded on the NASDAQ National Market under the trading symbol "SBUX."
            
             In 1998 Starbucks.com was opened. By then it has the united airlines account, Canadian airlines account the Starwood Hotel acco...