Analysis of Corporate Green Marketing Strategy Based on PESTLE Model: A Case Study of Starbucks
DOI:
https://doi.org/10.54097/2rbnwe57Keywords:
Green marketing, Starbucks, PESTLE model, Environmentally friendly, MarketAbstract
The study analyzes and evaluates the external environment of green marketing strategy to provide a more in-depth, perfect, specific and timely reference for the strategic decisions implemented by current enterprises in green marketing. The research process utilizes the PESTLE model, taking Starbucks as an example, to analyze the enterprise's green marketing strategy from six aspects: political, economic, social, technological, legal and environmental. The study finds that while companies are facing a green transition trend and the market environment as a whole is pushing them to adopt green marketing strategies, there are still many uncertain risk factors in the current environment, especially in the economic aspect, so a “balanced” development strategy is crucial. This study hopes to provide an effective reference for companies in making green marketing decisions and to help them participate in the current global trend of green transformation and sustainability.
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