Marketing Campaigns and Competition

Introduction
Currently the survival of any firm in the rapidly evolving world lies heavily on the marketing strategies that the firm employs in marketing its products and gaining a competitive advantage over its rivals. It therefore calls for companies to invest heavily on innovative activities that will give it a competitive advantage (Walker, 2003). New and improved technologies are constantly being introduced into the market, this means that the initial items and products that were highly demanded will be rendered obsolete as new and improved products replace them. As the world is becoming a global village, this means that the firms are interested into going into the wider world gaining a bigger share for it to survive in the ever increasing competitive world. Globalization which has become the buzz word in today’s business world is the major drive for all these efforts being put up by firms (Spulber, 2007). Starbucks is one of the firms that are putting all its efforts in coming up with better and improved strategies that will make it surpass its competitors in its line of production. Dealing with the production of coffee, Starbucks is the world largest coffee company that has approximately more than 16,857 stores in fifty countries. The number of stores in the US alone are equivalent to 11,0000 while a thousand others are located in Canada and in the United kingdom there are over 600 stores.  From this, it is very clear as to why Starbucks is the leading coffee firm in the world and it still has more intentions of increasing the number of stores as the demand for its products keeps on increasing.
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