Strategic Marketing Paper. Business & Marketing Essay

Strategic Marketing Paper:
Starbucks, McCafe, Dunkin Donuts, and 7-Eleven
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1. Executive Summary
In this paper, Starbucks, McCafe, Dunkin Donuts, and 7-Eleven will have marketing status update. We will go through their retailing operations and status to see how they manage their business operations as established business entities in the food industry.
2. Coffee Retailers' Company History and Profile:
2.1 Starbucks
Starbucks, whose name was inspired by seafaring, opened its first store in 1971 in Seattle's Pike Place Market (Starbucks, n.d.).
2.2 McCafe
McCafe first established its physical store in Melbourne, Australia, in 1993. McDonald's conceptualized this cafe that they also own (McDonald's, n.d.)
2.3 Dunkin Donuts
In 1950, Dunkin's first store rose in Quincy, Massachusetts. Bill Rosenberg established the shop to serve "coffee and doughnuts quickly and courteously in modern" way (Dunkin Donuts, n.d.).
2.4 7-Eleven
The 7-Eleven convenience store chain started operating in 1927 when Jefferson Green decided to establish a convenience store in Dallas, Texas. The store was initially named Totem's Store until 1946 because their operation changed from 7 am to 11 pm (7-Eleven, n.d.).
3. Coffee Retailers' Mission Statement
Starbucks
"To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time." (Starbucks, n.d.).
McCafe
"to be our customers' favorite place and way to eat and drink" (McDonald's, n.d.).
Dunkin Donuts
"make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores" (Dunkin Donuts, n.d.).
7-Eleven
"Give the customers what they want, when and where they want it (7-Eleven, n.d.)."
4. Coffee Retailers' Situation Analysis:
A. Target markets
Starbucks
• Upper-class coffee enthusiasts (Starbucks, n.d.).
McCafe
• Market segment of McDonald's
Dunkin Donuts
• Middle-class; the younger generation
7-Eleven
• Budgeted consumers; younger generations
B. Market demographics
Because all four retailers are into providing convenience in their services, they are most appealing to millennials to generation z. They are also consumed by lower-middle to upper-class consumers. Students are also their most frequent consumers because of convenience and taste appeal, which is sweet (Starbucks, n.d.; McDonald's, n.d.; 7-Eleven, n.d.; Dunkin Donuts, n.d.).C. Customer service
All four retailers offer over-the-counter services, which means that ordering and paying happen on the counter. Starbucks, McCafe, and 7-Eleven, would have the orders taken from the counter while Dunkin Donuts offer table delivery (Starbucks, n.d.; McDonald's, n.d.; 7-Eleven, n.d.; Dunkin Donuts, n.d.).
D. Market trends
The market trend for the retailing industry of Starbucks, Dunkin Donuts, McCafe, and 7-Eleven is cold coffee or chocolate drink. It is either mixed with milk, caramel, or chocolate (Starbucks, n.d.; McDonald's, n.d.; 7-Eleven, n.d.; Dunkin Don...