Marketing Strategy Of Starbucks : Starbucks

With time the small industry of coffee has modernized into a multibillion dollar industry that surrounds the world. With the growth of the industry there has been many world wide changes. Over the past 30 years coffee shops have jumped to the front of the public culture. New coffee shops have changes the face of American cities along with British, German, Colombian, Kenyan and Indonesia towns to name few. (Coffee a comprehensive guide to the bean, the beverage, and the industry) Around the world coffee has become part of the daily culture and coffee shops have grown to accommodate the massive demand that people ask for. Without the growth of the industry there would be a shortage of the product and many would have to go without their beloved beverage. In the United States alone there has been a massive increase in the number of coffee shops. In 1980 the number of coffee shops was a year 2,000 and by 2008 there was an astonishing 27,715. (Coffee a comprehensive guide to the bean, the beverage, and the industry) This was an increase of over ten times in the short time. 11,000 of those stores, almost half, were Starbucks one of the biggest coffee brands in the worlds. The growth of Starbucks is due to the work of Howard Schultz a worker for the company before they became as massive as they are today. Starbucks started very small in Seattle, Washington in the mid 1970’s. Howard bought out the owners and then went on to turn the small company into a massive corporation. (Coffee a

As the world’s number one specialty coffee retailer, Starbucks sells coffee drinks, food items, coffee beans, and coffee-related accessories and equipment. In addition, Starbucks sells whole-bean coffees through a specialty sales group and grocery stores. Starbucks has grown beyond coffee into related businesses such as coffee-flavoured ice cream and ready-to-drink coffee beverages. The purpose of this paper is to analyze Starbucks business strategy, customer value proposition, company’s operations and the risks to financial results and reporting in the short term.

Starbucks Corporation is a coffeehouse chain that began in Seattle in 1971. Since that time, Starbucks operations have grown; there are now over 22,000 retail stores throughout 67 countries. Starbucks strives to offer customers a comfortable, “home-like” environment while remaining conscious of ethical behaviors and social responsibility. It can be argued that Starbucks dominates the coffeehouse market, and much of this may be due to a grand strategy with a focus on growth. Using a growth strategy, Starbucks attempts to increase its market share and revenues by increasing the number of its stores and the number of locations it serves. So far, Starbucks has enjoyed much success with this strategy.

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.

There idea of taking marketing to the next level with different drinks ideas other than hot beverages had marked their company as a growing trend. This first took off when they launched the Frappacino that has become a popular consumer demand. This was a risk in the company to take in1995 considering they were unsure how the public will react, which ended up to be a complete success. As well for starting making drinks that could be self made and pre-packaged drinks you could conveniently pick up at a local grocery store. These innovations help the american owner have the upper advantage that high-wage paying countries need in order to stay competitive. Starbucks company would be considered an innovative international company that provides the highest standards of coffee and espresso beans at the highest profitability rate in the coffee industry. Chief executive officer Shultz, produces a mission statement that provide the company with a vision; ““To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.” This statement brings together different cultures and communities and intertwines them into one whole nation. This ties into the creation of a homogeneous marketing tactic which everyone is respected fairly. This has a criteria of developing global mindset. They have created their entrepreneurial idea of bringing in the european traditional coffee culture sit

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.

We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard.

Starbucks is undoubtedly an international brand. The history of coffee traces back to Ethiopia, Africa, India, Arabia, and Europe, and has been traded abroad since the 11th century. Understanding the demand and widespread market for coffee, Starbucks has triumphantly capitalized both the domestic market, and the varied international markets as well. Possessing about 6,500 retail sites worldwide, Starbucks’ net is spread across thirty countries and has been found as one of the most recognized brands all over the globe in equality to McDonalds and Toyota. This organization’s ability to build an international brand has been unprecedented- particularly since it represents a specialty

To be a successful business and become an empire, a company should have its competitive advantages. Starbucks is one of those successful businesses with plenty of competitive advantages to grow in the global market. Starbucks coffee quality begins with purchasing of high quality Arabica coffee beans and company ensures that only the highest quality beans are used. Roasting of coffee beans is an art form at Starbucks. Starbucks currently operates multiple roasting and distribution facilities. The policy at Starbucks towards employees is laid-back and encouraging. Employees are encouraged to

“Starbucks is known as one of the foremost retailers, roasters, and brands of speciality coffee in the world after working hard in getting succeed.” They are obligated to offering customers the premier quality coffee and the highest coffee familiarity, while functioning in techniques that generate social, environmental, and economic advantages for the society in which they do their business. (Super brands, 2012) Similarly, “they are functioning and authorization beyond than 8,500 coffee shops in more than 30 countries. (Starbucks, 2013). Furthermore, they offer a variety of regular or decaffeinated beverages, comprising at least one coffee of the day with our own choice of Italian-style espresso beverage, cold blended drinks, and a variety of finest teas and packaged roasted high quality of entire bean coffees.” (Starbucks, 2013) They also offer a variety of fresh pastries and confectionaries, sodas, juices and coffee making accessories. Furthermore, they wholesale their whole bean coffees via famous trade group and supermarkets. (Starbucks, 2013) Additionally, they manufactures and wholesales bottled Frappuccino Coffee drink and a finest ice creams via its joint ventures, partnerships and proposals by its entirely owned supplementary, Tazo Tea Company. The company’s main attempt is to touch the success and become the famous and respected brand in the world.

1.Analyze the business-level strategies for the corporation you chose to determine the business-level strategy you think is most important to the long-term success of the firm and whether or not you judge this to be a good choice. Justify your opinion.

Society today is deeply sensitive. As time moves on, people find more and more avenues in which to be offended. People today are offended by what others wear, the use of the word “man” in the Bible, and nearly anything else where an excuse may be formulated. It appears the only way to avoid offending someone or stirring up controversy is for one to simply to sit quietly at a table and drink their morning coffee. However, it turns out there is a chance of offending someone quite deeply by even doing this. Starbucks unveiled their 2015 holiday cups on the first of November. The simple, blank red cups have created a large amount of controversy regarding whether or not they should have used the words “Merry Christmas.” A Christian blogger named Joshua Feuerstein posted a video on Facebook four days later, where he declares that Starbucks “hates Jesus.” Starbucks responds that they are simply attempting to create an open environment, and are enabling others to draw their own stories and experiences on their cups (Whitten 1). However, as is becoming increasingly common with the current generation, they are ignoring an obvious fact: it is just a cup of coffee. As this battle rages on, there is little if any good that will come as a result. Overall, society needs to realize that some issues are insignificant, and taking them as seriously and as personally as many people do causes more harm than good.

Starbucks is a globally recognised coffee shop with thousands of locations worldwide. Originally Starbucks set out to sell coffee beans but now has global recognition for its famous coffee and comfortable settings in each Starbucks location. The aim of this report is to give an overview on Starbucks as a company and how it markets its products and services, also a brief look at its history. How this company started out with one location and now has over twenty thousand locations worldwide.

Starbucks first opened its doors in Seattle’s Pike Place Market with the name being coined from that of Moby Dick’s first mate (Schultz & Yang 1999). It has spread its shops across North America, all over Europe, the Middle East, Latin America as well as the Pacific Rim with an estimated 35 million customer weekly (Michelli, 2008). With tremendous growth from a small time coffee shop, the company has matured to an international icon that today it is one of the world’s leading retailer, roaster and brand specialty coffee (Story, 1971). The company offers whole bean coffees, espresso beverages, and confectionery and bakery items.

can order and pay for their drinks in a flash while stacking up rewards for each purchase made. This Strategy has significantly drawn people to Starbucks due to its highly anticipated services, products, and marketing strategies that differ from most fast food restaurants. The next service is the Starbucks webpage where the customers can go onto the site and view product and also make purchases. This service is quite excellent for those that want to checkout items online through the site, because it incorporates a similar process as the application on your smartphone. Starbucks also incorporates equipment and drinkware to their massive line of products. First their Drinkware consists of cups and mugs that are affordable to the customers. These cups come in many colors and aesthetic values, which make people interested in purchasing. Starbucks had the right idea when they decided to manufacture these cups out to their customers because not only were they a huge success for the business, but it also made Starbucks distribute more merchandise. Cold cups, which were from stainless steel containers. These containers made a rise once the popularity rose for other merchandise. These containers were sold very often to customers and once again made a surprise since it was from the same line of cups and mugs category. As more popularity grew in their products so did the equipment used to make customers coffee. First Starbucks decided to manufacture coffee makers, presses, and expresso