Starbucks keep pace with the technological factors as well. For example, the company made the development of Starbucks card. This is nothing but the pre-paid reward card. This card helps in the repetition of the customers and as the customers improves the program ranks; he is beneficiary of greater benefits. Within the Starbucks card, all information is stored and when that card holder visits the Starbucks outlets, the employees of the outlet provides them special treatment. The legal and political factors can affect the Starbucks that includes the political stability of the countries from where the natural resources and the coffee are sourced. Starbucks have been sourcing coffee beans from a range of nations from all over the world. This also includes place that have experienced natural disasters like earthquakes, tsunamis, and wars. The risk that lies with marketing environment is that if any of these natural disasters take place in the countries from where the coffee is expected from, Starbucks will fail in producing coffee and that will decrease its profitability. The Starbucks marketing strategy in improving their brand image includes provision of living wage to the farmers and producing coffee with low rates of pollution. Starbucks’ new Market of Australia is considered for this paper.
The taste of Australia’s coffee is a by-product of the arrival of hordes of immigrants on the shores of the country in the aftermath of World War 2. The migrants from the Europe, especially the Italians and the Greeks were the initial introductory of the coffee culture. Later in 1980s, this coffee culture was embraced more widely. There has been enjoyment by the Australians for decades in relation to the experience of lifestyle coffee that was created by Starbucks from the scratch in US. However, as described above, there was no need as far as the Australians are concerned to be introduced the concept of coffee to them as it was required in many other countries. It was ritual for many consumers to savour a cup of coffee in the morning. There is easy quantification with regards to the love for coffee. The worth of Australian market is about $3 million. Out of this, $1.8 million is in relation to the retail market of coffee. The ratio between the coffee that has the consumption out of home to the coffee that has the consumption at home is about one is to two (AustralAsian Specialty Coffee Association, 2006). The coffee’s consumption per capita has been estimated at 2.3 kg more than what the consumption was thirty years ago.