Marketing Strategy Of Starbucks : Starbucks

1231 Words5 Pages
I have been given this opportunity to explore and analyze a remarkable American company, Starbucks, and particularly how they produce and market their own brand of coffee worldwide. I have discovered and wish to convey to you some remarkable ways that Starbucks uses specific marketing strategies based upon the countries where Starbucks are located. Specifically, in this critique I want to explore how Starbucks changes their coffee product in terms of level of sweetness in various countries, how Starbucks packages the coffee product to maximizes the attractiveness of the brand offering, and how Starbucks brands the product differently in various countries based on the promotion medias most attractive to the population of that specific…show more content…
Ever since they opened, Starbucks has become a 3.3 billion dollar company growing from two hundred and seventy five stores opening to over fourteen thousand stores worldwide. Data suggest that people purchase over ten billion dollars worth of starbucks beverages! It also explains how Starbucks makes their own coffee brand and how they depend on getting these coffee beans that grow in seventy tropical nations around the world in altitudes between three thousand to six thousand feet. This is what makes their coffee very dense in flavor. This is targeted to people who drink what hey describe as a very hard bean coffee. The CEO of Starbucks describes the taste that they are trying to make in their coffee product as a “warm day and cool night”. The two different types of coffee that Starbucks makes are Raffaka and Robusta, but they use Raffaka mostly in their product. It also illustrates the trouble of getting these coffee beans from these countries. Because of the demand to get these coffee beans, prices fall 50% to get a pound of coffee beans. Starbucks solves this issue by buying the coffee beans from the farmers so that this can create a fair trade between Starbucks and the farmers. Then they tell the farmers that they need them. That makes a strong relationship between the two and helps to give back to the communities where farmers live. This also helps
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