The management team of Starbucks seems to be ineffective in refinement and adequate implementation of advertising strategy, which is clearly evident from the decreasing number of stores and sales in New Zealand (Michelli, 2009). The best way to advertise is to highlight the key strengths of company and making the people aware of the additional benefits that the company will be offering to different segments of the customers. Expansion of retail operations, diverse and unique product line, and extended supplier range are some of the significant opportunities for Starbursts which can only be utilized efficiently is the customer can be attracted towards the stores of company. The company must understand that the quality services and exceptional store ambience also act as advertising and promotional factors.
To efficiently reach the most profitable segment of customers in New Zealand, as suggested earlier, the company must conduct an exploratory secondary research on its operation and on its customers. This will significantly help in attaining stronger customer base and increasing the number of sales.
There is an urgent need of secondary research as it will help the company to recognize the potential areas for refinements and improvements. As indentified, advertising is one such area. Similarly, there are some other factors as well that are weakening the position and grasp of company in New Zealand market. The analysis clearly demonstrates that the company has been ineffective in reaching the people of New Zealand, mainly because of the difference in American and New Zealand culture (Mick, 2012). Thus, prior to the advertising and promotional activities, the company must undergo an in depth analysis of concerned market place to recognize the most profitable segment of customers and market place and the ways through which each of it can be significantly utilized or approached (Silverman, 2011).