Marketing Plan for Starbucks

The value proposition of Starbucks was mainly lead by a brand strategy called “Live coffee” that aimed to maintain the coffee culture in the nation by creating a coffee experience that make customer desire to incorporate into their daily lives. The strategy contained three key elements. The first and the most basic components was the premium quality coffee. Since people at that time had limited options for high-quality coffee, Starbucks aimed to provide the highest quality coffee in the world. In order to achieve this goal, Starbucks controlled most of the supply chain and sourced its coffee from different countries that produce coffee beans. As a result, Starbucks created a highly differentiated value proposition compared to other companies. Second, Starbucks intended to provide great services that develop customer intimacy, making the customer feel that they were important. For example, Starbucks encouraged the customer to customize their own drinks, and the partner of Starbucks turned to recognize and know the customer to deliver the most suitable services. Lastly, the company wanted to create a cozy atmosphere that made the customer spent their time there. Therefore, Starbucks had “seating areas to encourage lounging and layouts that were designed to provide an upscale yet inviting environment for those who wanted to linger”. All of these features combined together make a compelling value proposition. The value proposition of Starbucks was not just about

Founded in 1985, Starbucks is one of the largest coffeehouse companies in the world, with over 16,000 stores in 50 countries (Starbucks Annual Report, 2009, p. 1). Starbucks sells high-quality

Starbucks have 11.000 stores worldwide, and they serve more than 40 million customers each week and even with these enormous numbers Starbucks continues to grow. The reason Starbucks is still growing is that; people loves the products that Starbucks provide, but there is more to it,

Starbucks management announced its intention to double the number of retail stores and increase the number of customers to all stores. Starbucks had added 1672 stores during 2005. It continued to open new stores with 2199 openings in 2006 and 2571 openings in 2007. Earnings per share grew from 61 cents per share 87 cents per share over the period of 2005-2007. At the close of the 2007 fiscal year, the management was forecasting the opening of an additional 2500 stores in 2008.

By late 2002 Starbucks had dominated the specialty coffee industry in America. The company was experiencing its eleventh year of 5% or higher store sales growth, serving 20 million customers in over 5000 stores around the world. Even more remarkable is the success the company achieved without the use of mass marketing.

Starbucks Corporation, an American coffeehouse and coffee company, was founded in Seattle, WA in 1971. Starbucks has become an industry leader in the roasting, marketing of specialty coffees, and retailing of their various coffee and tea products and accessories around world. Starbucks employs approximately 182,000 people of all walks of life across 21,366 company operated & licensed stores in 65 countries worldwide. Their unique product lines include high quality, hand roasted moderately priced coffees, teas, and numerous fresh food options throughout their stores and other retail outlets, such as grocery stores and specialty shops.

Enthusiast coffee drinker or not, people of all generations have heard of the popular franchise Starbucks Coffee Company. Opened in 1971, Starbucks started off as a single store located in Seattle. Today the well-known coffee chain has spread their name almost all over the globe. With over 21,000 locations in 64 countries, Starbucks is by far the largest leading coffee company in the world. Starbucks Coffee has different values compared to other coffee corporations that do not see the importance in giving back to communities around them and treating their employees as equals, all while striving to provide their customers with high quality products that are ethically sourced.

Starbucks is the largest coffee company. The company is currently operating in the world is in Seattle, Washington, was launched in 1971 by the Baldwin Jerry, Jerry Baldwin and Gordon Bowker. Now, the company does not stick to coffee and coffee products only, but cater to some refreshments and entertainment sector projects, his brand of music. 16858 cafes now work in 50 countries, including more than 12,700 in the United States, Canada and the United Kingdom (Schofield, 2008).

Starbucks Corporation is an American coffee company and coffeehouse chain. Starbucks was founded in Seattle, Washington in 1971. Initially, the shop specialized in selling whole arabica beans to a niche market of coffee purists. As Schultz explained,the bar became the prototype for his long-term vision:

The company competes with other sellers, like Dunkin Donuts and McDonalds, in the coffee market, but ultimately is overwhelmingly dominant. In the monopoly, Starbucks has had to create a unique identity and brand image for itself in order to succeed amongst competitors. Starbucks has been able to successfully differentiate itself from its competition by priding itself in quality assurance to its customers as well as its distinctive brand marketing strategy, which includes a large number of stores and little to no paid advertising; the company feels their high quality products speak for themselves and a high presence of storefronts allows customers to purchase their products at their own

Starbucks, founded in 1971, is now the leading coffee retailer in the world with more than 23,000 retail stores in 67 countries. The company has been operating successfully in five major parts of the world. When the company was first formed, they had just one store in Seattle’s Pike Place Market where they used to roast and retail of coffee and tea. Starbucks Corporation incorporated themselves under the State of Washington laws in 1985. They became a public limited company on June 26, 1992 at $17 per share. Since then, the company’s common stock has been seen on NASDAQ.

Starbucks has a significant geographical presence across the globe. It has been recognized for its high quality coffee and for the exceptional service experience they provide. It is the first coffee retailer in the world with the highest market share (Business teacher organization, n.d). Nowadays, Starbucks has operations in over 60 countries and a total number of 22,519 stores as of June 28, 2015 (Starbucks website). Also, it is the most recognized brand in the coffeehouse sector and is ranked as one of the most admired companies in America in 2015 (Starbucks website). Starbucks effectively strengthen its brand equity by merchandizing products and licensing its brand logo out. This strong market position and brand image has given the company a significant competitive advantage for growing in both national and international markets (Geereddy, n.d).

Starbucks opened its first store in 1971 in the city of Seattle, Washington. Three men by the names of Jerry Baldwin, Zev Siegl and Gordon Bowker came up with idea of the shop from Alfred Peet, also known from Peet’s Coffee Fame (Starbucks, 2015). In the beginning Starbucks only sold coffee beans and equipment and not so much the beverages they are known for these days. By 1981, Starbucks acquired Howard Scuhltz to be their Director of Retail Operations. Shortly after he started, he pitched the idea of selling beverages along with their other items. He was unsuccessful in convincing the owners, so he went on to start up his own coffee bar chain, named Il Gioranale in 1985. In 1986, the owners sold the company to Mr. Schultz who then renamed his chain to Starbucks. This caused his company to grow and expand. The chain expanded across the U.S. and then later went on to branch out internationally. One of the first countries to welcome Starbucks was Japan located in thriving Tokyo.

Starbuck’s missions, values, and principles are directly related to their generic strategy of broad differentiation. Each one of these elements explains how Starbucks is just not offering just coffee, but an experience. In the stores, they complement this by bringing several items to the table (product variety). In addition, Starbucks has positioned themselves in the focus differentiation and treacherously close to best supply category. Starbucks has used the Verismo to position themselves back into the focus section because it is a specialty item that Starbucks aficionados might want in their home. However, Starbucks is going against the grain with the Via products because of its low costs. This is risky because people buy Starbuck for the experience and the high quality coffee, not because it is cheap.

Founded in 1971, Starbucks Coffee Company’s first location was in Seattle’s Pike Place Market and after 35 years, Starbucks has grown to over 11,500 outlets worldwide serving approximately 40 million customers every week