Marketing Mix Of Starbucks Marketing

Seasons often invoke a series of sentimental images. White sandy beaches and ice cold glasses of lemonade are reminiscent of summer, while warm cozy fires and well-crafted snowmen remind us of winter. In the September 2013 edition of Rolling Stone, the Starbucks Coffee Company portrays its seasonal drink, the pumpkin spice latte, as a key component and emotional ingredient of autumn. Starbucks skillfully employs a combination of warm brown colors and autumnal images with a creative font to appeal to the audience and remind them that a pumpkin spice latte is necessary to completely immerse oneself in the fall season.

With coffee consumption being transformed into a habit, with active market growth, with Starbucks being a North America market leader the distance between company and its competitors was reduced.

Founded in 1985, Starbucks is one of the largest coffeehouse companies in the world with over 16,000 stores in 50 countries. This report evaluates major internal and external factors affecting Starbucks using various analytical techniques. Based on the Starbucks brand in UK, it identifies suitable marketing strategies for Starbucks to expand its business in the UK market within the next two years. In line with the chosen marketing strategies, recommendations for the marketing mix are discussed.

Starbucks has created a competitive advantage with their product quality by setting themselves apart from their competitors. “The Company has stayed with the upper-scale of the coffee market, competing on comfort rather than convenience, which is the case with its closest competitors, McDonald’s and Dunkin Donuts” (Mourdoukoutas, Panos). Consumers believe they are receiving a better product and experience when they purchase from a Starbucks as opposed to another large food service company that may sell coffee.

Starbucks Corporation has been around since 1971. What makes Starbucks unique from other coffee-bar shops is not only their wide selection of products, but the environment they provide to all customers. Starbucks sustains competitive advantage by constantly looking for new ideas, new products, as well as new experiences for guests. Starbucks also offers a selection of music, and unique designed coffee mugs. The company even hires designers to come up with artwork for commuter mugs. Starbucks’ forte is incorporating differentiated features such as their different flavored coffees that no other company offers. They

As an avid coffee drinker myself, I have explored many different coffee shops. There are two in particular that have a piece of my coffee-loving heart. Starbucks and Bold Bean are businesses that are sure to captivate the heart of any coffee drinker or non-drinker. Although Starbucks and Bold Bean both offer a variety of indulgent drinks, Bold Bean's inviting atmosphere, quality of drinks, and cheaper price surpass the mainstream of Starbucks.

Starbucks utilizes a differentiation business model by offering an overall unique and high quality experience for the consumer. From the high-quality food and drink options, to the uniquely roasted coffee and supreme customer service, Starbucks aims to provide an experience unobtainable anywhere else. Starbucks also focuses heavily on rapid expansion by seeking out profitable geographical areas and overcrowding those areas with stores in order to exploit profits and slow down competitors. Starbucks’ compliments this with its horizontal acquisition strategy, extending their product line through acquisition of competitors. This provides Starbucks with a differentiation strategy focused on providing a diversified product mix

Starbucks kicked off the new year with the launch of it’s first-ever line of VIA lattes. Starbucks introduced a new Caramel Flan latte and a fresh line of Starbucks VIA Ready Brew lattes that are now available in Starbucks stores throughout the United States and Canada. Simply add water to Starbucks' new VIA Vanilla Latte and Caffe Mocha Latte packs and voila -- instant gratification. Perhaps more important, these new products underscore the wild success Starbucks has achieved with it’s VIA format. With it’s VIA, K-Cups, and Verismo platforms, Starbucks has a stronghold on the $8 billion-and-growing single-serve coffee category these days. Moreover, the company should gain even more market share in this space as it rolls out new products to complement its recent line of VIA lattes. As it stands, Starbucks is nearing $300 million in sales from it’s VIA format. That's a 200% rise in sales from four years ago (Walsh, 2014).

Starbucks’ lead in the specialty coffee industry exemplifies the result of deftly executing a well-planned business strategy. Moreover, Starbucks is well positioned for what is expected to be a continuing rise in the popularity of specialty coffee products. The question before Starbucks’ leadership, however, is what avenues will lead to Starbucks’ goal of remaining true to its core, the highest quality coffee products while providing a “total coffee experience” for its customers?

Starbucks employs the product, promotion, place and price method of marketing. They place great emphasis on their products and have established themselves

The customers demand Starbucks to be innovative. Starbucks is focusing on the food side of the business. It would be very beneficial for the Starbucks to focus on their in-store items or baked goods. The test locations have already started to follow on this trend, and have provided positive feedback and results. Starbucks is continuing

People today have become loyal to a certain brand and becoming loyal to Starbucks lets you enjoy coffee as well as being served in a friendly environment and this is what they want to portray. They are evolving everyday as more customers join their Starbucks

left with little to no price sensitivity or bargaining power. This has been key to

engage and educate them about the ritual and enjoyment of tea. The company's mission is

The company has a focus on innovation through an emphasis of introducing new products and coffees such as “instant coffee” Via which generated a large sales growth of over 200 million. These new products consistently help Starbucks evolve as a