Abstract:

In the article, we elaborated the issue concerning the marketing strategy of a successful brand, which should lead to the effective application of the overall corporate strategy with regard to the global environment. The global Starbucks brand, which is of irreplaceable importance on the current market, is subject to analysis. In order to properly define the company's marketing strategy, the analytical part of the article describes the basic 4P marketing mix of the brand, and the defined segmentation structure of the Starbucks brand with regard to current perceived global trends. In addition to marketing, these areas also fulfill the company's brand strategy. Based on the data obtained on all the mentioned areas, the discussion part of the article approaches the definition of the company's goals and a description of the resulting marketing strategy, which also includes the company's brand strategy. Both strategies can significantly affect the overall competitive performance of the company in the global environment in question. The discussion part also includes the direction of the company to the future, based on a defined marketing and brand strategy, which are generalized in the final part. Achieving the goals of the resulting marketing strategy should lead to strengthening the competitive position, brand promotion and better marketing performance of the company in the global environment. The resulting strategy is defined depending on international marketing trends, and the development of an environment to which the company must respond quickly and adapt effectively, depending on the changes that the time horizon brings. The final part of the article defines recommendations with regard to current global developments based on the analyzes that were part of the analytical part of the article.