本文主要讲述的是星巴克的市场竞争力，星巴克的全球目标市场主要集中在人口统计方面。在全球营销环境方面，星巴克已经准备好了应对经济、环境和技术等方面的挑战。星巴克占据了美国87%的特色咖啡店市场。只是在最近，星巴克才面临了一些非传统的竞争，比如来自Krispy Kreme、McCafe、7 Eleven和Dunkin Donut的竞争。近年来，星巴克的经营出现了问题。本篇新西兰论文代写文章由澳洲论文通AssignmentPass辅导网整理，供大家参考阅读。
The target market of Starbucks worldwide is mostly concentrated with the demographics considerations. With respect to the global marketing environment, Starbucks is ready with its wherewithal to deal with challenges emanating from the economic, environmental, and technological factors affecting the global economy. Starbucks hold 87 percent of the specialty coffee shop market in United States. It is only in the recent times that Starbucks is faced with competition of nontraditional in nature such as from Krispy Kreme, McCafé, 7 Eleven, and Dunkin Donut. Things are going wrong for Starbucks in the recent times.
Even in the international market, the earnings of the company declined as the consumers are cash strapped are faced with rising interest rates and the record petrol prices. This means the consumers are left with the tough options to go for the luxuries of gourmet coffee. The sales have fallen by 50 percent in last couple of years. Their share price in United States fell by more than 40 percent over the last year with the decrease in profit by 28 percent. Their CEO, Howard Schultz, has been aiming at the business revitalization. He has advised in slowing the expansion of the stores with the introduction of the KPTs (key performance targets) and to shut down the stores in US for three and a half hours of training of the staff.
In Australia, the Starbucks is faced with a different competitive landscape. The coffee in the high street in Australia is dominated by Gloria Jean. On the other hand, the convenience end is dominated by McCafé. Other competitors that are significant in Australia include Wild Bean Café, Hudson’s Coffee and the Coffee Club. All these coffee retail chains have the offer a comparable in-store experience offered by the Starbucks. From 2007, McCafé has been refurbishing a number of stores of McDonald’s in imitating the experience offered by Starbucks, although at the market’s economy end.