Marketing Opportunities: Starbucks, Procter & Gamble, and IBM

Proctor and Gamble may be the leader in its industry, but in order to maintain their status, they need to stay on top of their game if they are going to maintain this ranking. Their biggest competitors, Johnson & Johnson and Kimberly Clark are constantly looking for ways to improve

Procter & Gamble has strong brands to its name. The company boasts 24 billion dollar brands. It also claims 50 leadership brands that contribute 90% to its overall sales and profit.

Starbucks is no doubt a phenomenon in the United States, but the brand wants to expand globally. Opening chains in various global locations such as Japan, Vienna, England; Starbucks wants to reach out to the coffee loving fans everywhere. Nevertheless opening chains globally is not that simple. There are many uncontrollable factors Starbucks need to focus on to make sure they are making profit as well has abiding by the country’s laws and regulations. Going global takes a lot of market research to make sure that the brand will be successful even with uncontrollable factors. Controllable factors can be tailored to fit the needs of each country. Starbucks has to find the happy medium so they don’t lose their identity overseas.

Procter & Gamble, P&G, is a famous company in the world because it was established in 1837 and made soap and candles to sell in U.S. government during civil war. Its stores located in more than 80 countries and this company has more than 300 brands such as pampers, Tide, and Pantene. Its products include cleaning agents, pet foods, and personal care products, as well as products for beauty and health care. It is very easy to see its products in the stores. In fact, Gillette is also a famous brand and was established in 1901. Its products include personal care and batteries. When I

Starbucks’s LinkedIn page at its first appearance seems to be a flawlessly designed hiring hub for buoyant candidates. On second appearance you’ll realize that the company is looking towards educating its current and soon to be employees. In addition to current job postings running from the barista to the retail to corporate, the account posts insider accounts to what it is like to work at Starbucks from an employee perspective. Some recent articles on Starbucks in the news and various magazines are also available on the page for those applicants who like to go through the company’s details. LinkedIn is undoubtedly the one stop shop for such applicants.

Figure 2: Competitive Position of Starbucks in UK based on Customer Loyalty (Source: Market Force Information (2015).

Starbucks started its journey back in 1971, and has since grown to serve millions of sociable coffee-goers from around the world. With more than 16,800 locations across the globe as of 2009, Starbucks is still the dominant player in the field of upscale coffee houses for mainstream customers. You ask: “How can they be ‘upscale’ but cater to mainstream customers at the same time?” To make a comparison to the fashion industry, upscale brands does not mean that mainstream customers cannot afford it, it means the pricing is within reach, and the urge to purchase a Starbucks coffee over a Tim Horton’s cup of coffee is in the branding. Would a woman rather carry a Guess handbag over a Gucci one? Would men prefer a Toyota Corolla over a Maserati

Founded in 1971 at Pike’s Place Market in Seattle, Washington, Starbucks coffee went from a high-quality, do-it-yourself whole bean retailer to an international 6.4 billion dollar empire. As of 2005, there were 10,500 stores worldwide where customers could enjoy a cup of the internationally recognized coffee at a convenient location. Starbucks achieved this through a series of strategic movements all while offering a great in-store experience and quality coffee.

Starbucks is diversifying into other related industries including bottled water, and even the music retailing industry. When a customer enters a Starbucks, they get a wide choice of many different types of products. They provide bagels, souvenirs, pastries, yogurt, wraps, fruit, Frappuccino, Espressos, Tazo teas, and many other items. Starbucks uses contemporary design of all promotional, web-related, and other material to keep it appealing to young generations. This contemporary look and feel is unified throughout all their material, so even the older target segments will feel younger when they drink your coffee.

Starbucks Corporation is a globally well-known America company, who has been successfully maintained its stable loyal customer basis around the world. The company was initially established in Seattle, Washington, providing quality premium coffees with a superior level of customer service. The goal for Starbucks coffee is to grow under the highest standards of quality, using ethical sourcing practices, being dedicated in serving the world’s finest coffee and creating best customer experiences. Starbucks had made it.

This particular case starts off by telling the background of Starbucks as it is today. 30 years ago, Starbucks was a single store in Seattle 's Pike Place Market selling premium roasted coffee. They decided to change their traditional customer experience in the 1980s. When the company 's director of marketing, Howard Schultz, came back from Italy, he felt enchanted with the coffee house experience of Italy. Mr. Schultz wanted to duplicate this experience in his own coffee stores.  The new strategy consisted of selling their already proven products in a tastefully designed coffee house setting. With this strategy, Starbucks became one of the best-known brands in the country in a decade. There stores became places for relaxation, reading the newspaper, holding business meetings, or even browsing the web.

Starbucks which from small businesses to todays global cafe, has managed to become one of the best coffee chain and suppliers in the world. As early as in 1971, three friends (Jerry, ZEV and Gordon) sell fresh coffee beans and accessories in Seattle are the idea of passion. Things started to change; Schultz wanted to sit environment friendly coffee service development the business. Schultz provides coffee spread the idea of sitting together in a culture, and since that time, Starbucks is in a fast way to start a unique development way. According to survey that Starbucks has 16706 stores in more than 50 countries around the world also has 8850 companies to operate 7856 licensed stores. (Starbucks material, 2010). People want to drink a cup of coffee at Starbucks and they real want a place to have a rest, relaxed and talk. For the generation Y, they want to talk and drink coffee with Wi-Fi and friends. Additionally, that is what Starbucks is trying to create in the near future: coffee and the newspaper, a hyper local niche sites nationwide Wi-Fi. (Stefanie, 2010) Meanwhile, Stabucks’s Products are not only is the coffee but also is a kind of carrier. In addition, Starbucks want to send customers a unique style by the carrier coffee. Coffee consumption is a largely cultural consumption level, cultural communication need coffee shop to help people feel the culture of Starbucks and infect customers by this unique cultural and let the customer enjoy the

Starbucks is the best example to show any business marketing strategies have done successfully because it is one of the biggest companies over the world. Becoming the biggest business happened quickly with exceeding expectation. The case of Starbucks informs how Howard Schultz, CEO of Starbucks, can make his business from domestic to overseas and presents several key strategies which are external, such as location, customers, and reputation and are internal, such are product mix and employees. First of all, Starbucks has to concern places that when and where customers want coffee because it involves all the business activities with storing and transporting its products, so it can serve customers efficiently. For example, the original Starbucks store is still located in Pike Place, Seattle because it is a tourist attraction, so he tested opening in Chicago because it is the main location of Midwest culture and considered floating population near retail store, so it can have a potential growth broadening out the national brand as his dream. Later, he could expand his company to Los Angeles; fortunately because the Los Angeles Times introduced Starbucks as the best coffee shop. Therefore, Starbucks became the symbol of the best coffee shops in America. Next, it values customers’ experiences and connection, so Schultz does target to two generations, which are old and young, in order to connect and satisfy both of

In recent occurrence for Starbucks, the company business has gained exceptional growth. Howard Schultz who is the chairman and CEO of Starbucks stated that “Starbucks Q3 fiscal 2015 stands as among the strongest and most remarkable quarters in our over 23 years as a public company.” (Starbucks Corporation 2015, 1) Starbucks “net revenue $4.9 billion in Q3 FY15, which is an increase of 18% over Q3 FY14.” (Starbucks Corporation 2015, 1) Part of the increase revenue for the company was due to global expansion in the China/Asia Pacific area. Within a year time frame, Japan opened “1,592 new stores.” The impact sales from Japan help “increase the company income about 22% to $938.6 million in Q3 FY15.” (Starbucks Corporation 2015, 1) Safe to

Companies are continuously translating their policies according to the rules and regulations of each country that they operate in. For instance, American company Starbucks which is coffee house chain, which is producing goods like; coffee, beverages, tea, smoothies, and baking goods. Jerry Baldwin founded Starbucks. Starbucks revenue is$16.447 billion. Starbucks continues its legacy as a global brand, but prior to launching stores of Starbucks in new countries, the purpose of any organization is to increase its profits and sales through satisfying the needs of its consumers. The escalating change in technology drastically affects the businesses of many organizations. Due to stiff and cutthroat competition, the companies that did not enhance their business functions with the rapid change in technology may be easily wiped-out from the market. Localization is the process of modifying the features of the product according to the language, culture and taste of the desired population. This strategy is also known as adaption strategy. The concept of globalization has originated from the word “Global” in which, people from different social, cultural and economical backgrounds live together. During globalization national boundaries are reduced, which results in a larger customer base for companies and hence, an increased revenue and profits. The marketing strategy of an organization is a comprehensive plan that encompasses overall market goals. A good marketing strategy can be