Marketing planning at Just Us Cafe

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.

For more than three decades since Starbucks started its operations, the company was considered as a leading coffee chain operator. However, in 2008, the company faced a significant financial downturn that almost cost it its position in the marketplace. Through strategic planning and adopting a differentiation strategy, Starbucks, under the CEO Howard Shultz, recovered from the financial decline to regain a competitive advantage over other big companies like McDonald's and Panera Bread. This paper will discuss the business strategy and management for Starbucks Company and emphasize the importance of business strategy. It will cover the strategic basics of Starbucks, its financial downfall, an analysis of its profitability and a comparison with its key competitors as well as its technological threats and opportunities.

The focus of this marketing plan is Blue Note Café’s need for increased sales. The owner Mr. Sammy Winder, contacted me as his marketing consultant to resolve his issue of decreased sales at his restaurant/bar/ jazz club. Mr. Winder expressed that he have the best local musicians, and have competitive prices for awesome drinks and food. When he first opened sales were at a high, however as of late, the sales have declined by approximately half. This has become an alarming situation as the result could be detrimental to Blue Note Café’s existing.

Anyone can enter the coffee industry by just selling coffee, anytime, anywhere. Thus, entry into the coffee industry has low barriers causing a downward sloping demand curve. However, it is Starbucks branding image that has differentiated themselves from other café competitors with their aesthetic appeal and concepts of its stores. Stores are visually appealing and have a ‘cool’ factor about them. Additionally, they provide free wife, great music and great customer service, which draws a warm environment or community to engage in the “Starbucks Experience” (Geereddy, 2015).

Starbucks was always certain about one thing: they wanted to offer each customer the ‘Starbucks experience,’ or to sell the finest quality of coffee in a comfortable atmosphere. The local environment was studied to implement effective strategies to drive success for the business. Their entry strategies included marketing and sales events with a series of public relations to build brand awareness. They served free coffee and presented new drinks for tasting. While a range of competitors entered the business, Starbucks rose to the occasion. After analyzing the business tactics of their competitors, the company made the necessary approaches to ensure success. They began opening stores on the high-end popular streets, and then branching out even further. Starbucks constantly offers new products in their stores across the USA, Turkey and the dozens of other countries they reside in. Adapting their atmosphere and business strategies to the needs of the customers keeps both their revenue high and patrons satisfied.

This piece of work aims to analyse and evaluate areas of strategic management relating to global coffee chain Starbucks. The strategic analysis will discuss various areas including that of market, industry and business strategies performed throughout Starbucks as a whole with a view to determining overall performance outcomes.

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

I recommend the company to focus on market development –finding new customers for existing products. By focusing on market development the company is toward its long term goal to have 30,000 stores worldwide. What our company sells is “Starbucks experience” not just coffee. People need to slow down, smell the coffee and enjoy life a little more through the music, the comfortable atmosphere and the excellent service that our company offers. I recommend that our company consider the fact to add more stores in current market areas to make it easier for more customers to visit. There is a huge coffee drinker market outside, 166 million in the United States without considering the coffee drinker market outside the United States. The new stores should include also drive-through windows to increase the customers in the morning rush period, an also the comfortable atmosphere music and comfy chairs for the customers that need to sit down and relax in the afternoon time. The product that our company offers “Starbucks Experience” will help us to expand globally. People around the world would like the experience, the good quality and the excellent service that our company offers. A good market is in Asia Pacific region where is the biggest number of stores opened outside the United States. I will suggest focusing on this market and opening more stores in this region.

1) Please expand on the various marketing strategies that were implemented in Starbucks at this time and comment on whether you think these strategies worked, and why?

Coffee is one of the most popular world’s most popular beverages. Almost every person loves coffee. Americans consume 400 million cups of coffee per day, equivalent to 146 billion cups of coffee per year, making the United States the leading consumer of coffee in the world according to Huffington post. If you are a coffee addicts or coffee lover, most likely you will begin every day with a cup of coffee. It’s not a doubtful guess, given that 68 percent of coffee drinkers have a cup within the first hour of waking up. The coffee Shop business industry is growing rapidly, and it seems to be continually growing. With no doubt, our company will definitely generate revenue. “ Sammy’s Barista “ coffee shop will be a modern day coffee shop located in the Pier 39 neighborhood of San Francisco. The cost of starting a coffee shop business is not as costly as opening a restaurant, yet it has a higher profit margin than opening a restaurant. This business plan proposes our investors an opportunity to analyze our range of illustrations and strategic focus. It also contributes a gradually plan for the start up of a business, estimated volume for business, high quality products and profitability.

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

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

The Starbucks Corporation is the global leader in specialty coffee consumption. Arising almost overnight from a market in Seattle, Washington, the company today provides quality premium coffees with a superior level of customer service and at a premium price, around the globe (Isidro, 2004). Starbucks is an excellent example of a company that has successfully embraced a differentiation focus strategy tailored to providing a high quality, focused product, of which, for the company customers, price is in essence, no object. This paper will address the differentiation focus strategy, providing insight into what encompasses this strategy selection. Next, the author will highlight the marketing initiatives and the strategic alliances employed by Starbucks in concert with the differentiation Focus strategy. Finally, this paper will address the current economic conditions and how Starbucks at every

The name that has been chosen as a marketable idea is “Starbucks Revitalizing Teas”. In addition to brewed coffee and espresso beverages, Starbucks shops also serve hot or cold Green Tea and Tazo beverages. These new beverages of different flavored teas should add more value to the company and fulfill the consumers’ need for a variety of flavored teas.

There are a lot of opportunities for co-branding with the India local company, these might be another strategic to gain more profit for Starbucks Coffee Company. Co-branding with other manufacturers of food and drink, and brand franchising with the lowest cost to manufacturers of other goods and services both have potential.