An Evaluation of the international marketing undertaken by Starbucks in India & UK

• Introduction
  • International outlook image and profile and the product/category selection
• Marketing environment of United Kingdom and India

A)Macro Environment: For both countries, brief table on PESTLE with key important information on both countries' macro environment.

B) Microenvironment (two paragraphs): For both countries: Customers and Competitor analysis

• Market entry Strategy ): (e.g., Exporting, Franchising, Licensing, strategic alliances, Joint venture (Partial ownership), wholly owned subsidiary E.g., Acquisition, Greenfield investment.)
• Segmentation(bases: demographic, geographic, psychographic and behavioural, targeting(the segment or segments the company is targeting and positioning(how the company is positioned in the targeted consumers' minds,how they identify and differentiate the company's offer from competitors, the name, signs, symbols, slogans of the brand:
• Marketing Mix Decisions for both UK & India

two fundamental notions of Standardization and Adaptation /or modification in 4P's decisions

Product :

Price :

Place :

Promotion :

• Personal selling (direct selling) (sales representatives, Up selling, cross selling,
• Sales promotion (Coupons, buy two get one free, gifts, loyalty card, invitation to special events),
• Direct marketing (postal mail, email, phone call, social media, mobile phone messages, leaflets, door to door, messenger marketing)
• Public relations (Business events, sponsorship, social media, newsletter, press release,)
• Advertising to include different channels used with justifications. (radio, television, newspaper, billboard, flyers, posters, direct marketing, social media, websites, brochures, magazines)

Conclusion

Reference