美国马里兰大学论文代写：市场竞争
美国马里兰大学论文代写：市场竞争
扩张在美国之外,尤其是发展中国家:饱和的市场在发达国家,尤其是美国和欧盟,越来越多的组织设置商店在泰国中国印度巴西等发展中国家。这些国家拥有庞大的中产阶级的大量的钱在他们的处置。经济和政治力量无疑正在改变这些发展中国家的方式(Kharas,2010)。星巴克应该致力于充分利用这些市场。虽然它最近在中国(星巴克公司，2014年)开了1000家店，但它似乎进入了其他可能有巨大潜力的经济体，尤其是在美国的销售开始下降的时候。
操作外的商店:星巴克已经开始零售其产品包装商品国内以及国际上各种杂货店(格兰特,2013)。星巴克必须继续并扩大这些包装商品，并充分利用其优秀的品牌资产。
威胁:
日益激烈的竞争:诸如Dunkin Donuts、Costa coffee、Pete ‘ s coffee等其他咖啡店的出现，以及麦当劳和汉堡王等现有快餐巨头，都可能对星巴克未来的销售产生不利影响(Chang & Carroll,2014)。
饱和的市场:美国和欧洲是星巴克最大的两个市场，而且随着这两个市场的饱和，星巴克可能很快就会面临问题。星巴克市场饱和的关键指标是销售额增长放缓以及盈利能力下降(UW商学院，2003)。
消费者偏好的变化:各种研究都指出了经常饮用咖啡的不良影响。哈佛大学公共健康学院的Rob van Dam教授说，咖啡可能不会提供任何真正的健康益处。另一方面，咖啡中的咖啡因会对人体造成严重的损害(Dam,2014)。这些研究对消费者的行为有影响，他们中的一些人可能会转而使用像茶这样的替代品，比如绿茶或绿茶等完全健康的饮料。星巴克应该考虑扩大他们的菜单，并为未来添加一些健康的选择。
美国马里兰大学论文代写：市场竞争
Expansion outside the USA, particularly developing nations: With the saturation of the markets in the developed world, particularly in USA and the EU, more and more organizations are setting shop in the developing economies such as China India Brazil Thailand etc. These countries boast of a huge middle class with a good amount of money at their disposal. Economic and political power is definitely swinging the way of these developing nations (Kharas, 2010). Starbucks should aim at exploiting these markets to the fullest extent. While it recently opened it 1000 nd store in China (Starbucks Corporation, 2014) it seems to slow into entering other economies which may have huge potential, especially with the sales in the USA starting to fall off now.
Operating outside the stores: Starbucks have started retailing their products as packaged goods to various grocery stores both domestically as well as internationally (Grant, 2013). Starbucks must continue and expand on these packaged goods and utilize its excellent brand equity to the fullest.
Threats:
Increasing Competition: The emergence of various other coffee stores such as Dunkin Donuts, Costa Coffee, Pete’s Coffee, and existing fast food biggies such as McDonalds and Burger King can have an adverse impact on the future sales of Starbucks (Chang & Carroll, 2014).
Saturation of Existing markets: With USA and Europe being the two largest markets of Starbucks, and with both saturating, Starbucks may soon face problems. The key indicators of market saturation for Starbucks are evidenced by a slower growth in sales as well as a trimmed profitability (UW Business School, 2003).
Changes in Consumer preferences: Various studies have pointed out the ill effects of consuming coffee on a regular basis. Dr. Rob van Dam Assistant Professor in the Department of Nutrition, Harvard School of Public Health says that coffee may not offer any real health benefits. On the other hand, the caffeine present in coffee can cause serious damages to the body (Dam, 2014). These studies have an impact on consumer behaviour and some of them may switch to substitutes like Tea which has lesser bad effects or completely healthy drinks such as Green Tea or Green Coffee. Starbucks should look at expanding their menu and incorporating some healthy options for the future.
