Starbucks Marketing Case Study

1367 Words6 Pages
Nicole Rugen
Marketing Management
Case Study 7 Pg. 320-324

1.) What is Starbucks’ Product?
They have a wide variety of different products. Their main product that they are well known for is their line of premium coffee products. They offer more than 30 blends and single origin coffees, hand crafted espresso and blended beverages, Tazo teas, a line of bottled frappuccino coffee drinks and Starbucks dubbleshot. They also offer an exclusive line of Starbucks Barista home espresso machines, coffee brewers and grinders, freshly baked pastries, a line of super-premium ice cream, a line of premium chocolate, sandwiches, salad, coffee mugs and coffee accessories, compact discs, and assorted gift items.

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Those partnerships showed how Starbucks also cares for innovation by offering new products that would grab different customers’ attention.

5.) What are the advantages of the Starbucks Card to the company and to consumers?
The Starbucks card has been very popular. For the company there can be many advantages. The first advantage is that they are receiving money for items that haven’t actually been sold yet. 27 million cards in use and 400 million dollars in sales in the first quarter in 2008 alone. This card has been so successful for the company that it has been launched internationally. This helps to also build brand loyalty by having consumers to keep returning and filling their cards. This card is convenient for consumers because it can be reloaded easily at the Starbucks website or at the Starbucks store. It is easier then rummaging through a wallet for cash and it doesn’t have identity theft worry as credit cards do, also no credit is required for these cards since they are prepaid. These also can be great for gift giving to others also. They are the gift that can keep giving.

6.) What recommendations do you have to improve Starbucks’ competitive position?
There are a few things that Starbucks should do to improve competitive position within the market. I was

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