去年在2012 – 2013财年，公司销售额下降了2.7%。考虑到过去十年的数据，公司的整体增长并没有达到预期(Behar,2014)。将星巴克的销售数据与咖啡咖啡的销售数据联系在一起，分析显示星巴克的销售额比星巴克低7.7%。因此，该公司需要保留并保持其在咖啡行业的全球领导者形象，并有有效的广告和促销活动。
问题的严重程度从新西兰的公司商店数量的减少明显可见。2008年，该公司在全国范围内总共运营了44家门店，但这一数字似乎每年都在下降。2009年下降到42个，2010年是41个，2011年是37个，2012年是35个，2013年是29个(Behar,2014)。如果公司没有有效地解决广告问题，这些减少的商店数量似乎会持续下去。由于在商店的销售和顾客的存在，该公司被迫关闭了这些商店(Silverman & King,2010)。当地居民和游客似乎都在忙着享受特殊的风景和新西兰的供物。
Even if the Starbucks’ key industry is coffee shops, apart from Barista Coffee, Brasila Coffee, and Costa Coffee, restaurant brands such as Carl’s Junior, Pizza Hut, and KFC has raised a high level of competition for Starbucks. The company seems to focus more on the production processes rather than the marketing activities. In total, company currently operates around 29 stores in New Zealand and established its first store in the country near the year of 1998. The company believes in togetherness and wants to provide each and every customer with the taste that he / she prefers (Ademola, 2010). However, the company has been trying to business responsibly, while engaging with the communities and customers efficiently; the company seems to lose its grasp in the market of New Zealand.
Last year in the fiscal year of 2012 – 2013, the company experienced a decrease in the sales of 2.7 percent. Considering the data of last decade, the overall growth of company is not up to the expectations (Behar, 2014). Relating the sales figures of Starbucks with that of Barista Coffee, it is analyzed that the Starbucks had 7.7 percent less sales from the latter. Thus, the company needs to retain and maintain its global leader image in coffee shop industry with effective advertising and promotional activities.
The extent of problem is clearly evident from the decreasing number of company’s stores in New Zealand. In 2008, the company was operating a total of 44 stores throughout the national territory, but the same figure seemed to drop with each passing year. The same dropped down to 42 in 2009, 41 in 2010, 37 in 2011, 35 in 2012, and finally 29 in 2013 (Behar, 2014). These decreasing numbers of stores seems to continue if the company does not address the issue of advertising efficiently. The company was forced to close down these stores due to very less sales and customer presence in stores (Silverman & King, 2010). Both the local people and tourists seemed to be busy enjoying exceptional landscapes and offering of New Zealand.