MArketing Essay Example | Topics and Well Written Essays - 2250 words

MArketing - Essay Example However, it has been recommended to focus on the development of broader range of healthy and organic products due to the shift of the consumers’ preferences towards healthier eating habits is a great niche for the company. Starbucks might broaden its existing range of food items by offering innovative and tasty but healthy food items. Also, Starbucks could strengthen significantly its market position by selecting a good â€Å"victim† for M&A. In case of successful acquisition, Starbucks could develop and launch relevant campaign devoted to its healthy product line. Also, as the company is operating through franchising system in the UK’s market it might be helpful to promote its franchising opportunities through launching a broad marketing campaign and participation in various franchising events and exhibitions. By developing its network through franchising, Starbucks will be able to capture a larger market share within a short period of time and thus will be more competitive on the market. Starbucks Corporation is the US-based premier roaster, marketer and retailer of specialty coffee, operating globally (MarketLine Advantage 2014). The company began its story in 1971 in Seattle (Starbucks.com, 2014). Nowadays, its presence is covered by the 19, 767 retail stores operating in 62 countries all over the world (MarketLine Advantage 2014). In addition to purchasing, roasting and selling whole bean coffees, handcrafted coffee, tea and other variety of beverages, the company offers different fresh food items in its stores (MarketLine Advantage 2014). Starbucks also sells its products and licenses trademarks through grocery and national foodservice accounts and licensed stores (MarketLine Advantage 2014). The Food and Beverage sector in the UK’s economy has a broad definition as it is comprised of different sub-sectors (Thornton 2010). The major sub-sectors include: dairy products, soft beverages, frozen and chilled foods,