Starbucks 's Marketing Plan For Starbucks

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 customers are diverse, well educated, young business people looking for a quick and easy way to grab coffee on their way to work. Starbucks values a strong relationship with their customers so they are

Starbucks then went another step further and made their stores a destination rather than a stop. Customers are invited into every location by the warming smell of fresh brewed coffee, light relaxing music and comfortable sitting areas. Making a customer comfortable enough to sit down and enjoy their coffee also expands the company's sales. The customer can now enjoy another of Starbucks offerings such as a piece of cake or a sandwich. Having customers stay in their store creates a "buzz" around the facility. When a store is full of happy people talking and enjoying

With Starbucks increasing the accessibility of their product for in home, offices, airports, grocery stores, and alongside other locations and through other entities has caused customers to lose interest in actual storefronts and cafes. Therefore, more customers are able to gain quality brand Starbucks coffee through various avenues now such as supermarkets and outside of the actual physical Starbucks location without having to leave the comforts of their homes (Ferrell & Hartline, 2014). Furthermore, the increased number of drive-through windows at some locations caused customers to lose interest as in many cases this took away from people coming into the actual facilities to sit and enjoy their fresh coffee.In addition, the utilization of the drive-through windows were only offered at some locations and not all. Moreover, some stores had greater offerings than other actual Starbucks locations and therefore some consumers lost interest because they essentially had to travel farther to the locations to gain in-store food and certain products that were not offered at their frequently visited location.

Starbucks as transforming coffee into a ‘Lifestyle’ and the simple act of buying coffee into an event, consequently they have built a strong community of loyal customers willing to pay premium prices.

To grow into such a profitable and popular company, their products and services have proven to be nothing short of exemplary. They must be something special if they have Starbucks lovers who go every single morning, sometimes even twice a day. Ranging from freshly brewed cups of coffee all the way to the

In 1971, the first Starbucks store was opened in Seattle, U.S. Their objective is to sell coffee drinks, food items, roasted beans, coffee accessories, and teas. Starbucks has more than 21,000 coffee shops in about 60 countries nowadays. Starbucks runs more than 10,700 of its own shops, which are located mostly in the US, while licensees and franchisees run approximately 10,600 units worldwide (including many locations in shopping malls and airports). Furthermore, Starbucks markets its coffee through grocery stores, food service customers, and licenses its brand for other food and beverage products.

In our attempt to analyze the issue of place, we recommend that Starbucks focuses on exclusivity. By this, we mean in order to establish yourself as premium, and different, you must reduce the accessibility of the product and service. This would require Starbucks to reduce the number of stores that it has in operation. The practice of having multiple stores existing in a 1-mile radius must be cease. The strategy of rapid expansion can no longer continue at this point. We recommend that stores in high volume and business districts be redesigned. These new designs should incorporate a comfortable feel for the customer and encourage large gatherings. In the targeted areas, the new store should be able to accommodate a small conference of up to 15 people. Ultimately, what you want Starbucks to do is be able to host gatherings for business meetings, college student groups, book signings, etc.

The situation today is continuing to get more and more challenging. Many of the core customers Starbucks relied on so much as it was growing are now becoming more and more cynical with the brand image and reputation. To these local coffee shop goers, the

Following the September 11th, 2011 attacks on America’s World Trade Centers and Pentagon, the United States economy slowed to a preservation stage and in 2002 Starbucks Coffee Company was burdened with declining sales like many other companies. There were two areas that Starbucks needed to focus on to retain their customer loyalty. First, it was reported that “customers’ expectations in customer satisfaction” were not being met by their 4, 500 stores. Secondly, the condition and store cleanliness had been declining and required corporate wide attention to address the problem. Ms. Christine Day, Starbucks ' senior vice president of administration in North America, was in charge of improving these issues and really satisfying their

When it comes to technology, Starbucks has created different features that will increase the likeliness of having their customers to return. One of the best things offered is when they came up with the mobile app. The app allowed customers to make purchases, track your rewards and check your balance. Because not all customers are the same in what they purchase nor their level of loyalty, it’s important to establish that value between the customers and the company. In terms of using individualized marketing approaches, Starbucks operates on the mission “to inspire and nurture the human spirit –

I would initially bring back the appeal of the coffee shop feel/experience that has been lost due to the increased changes and modifications. I would essentially phase out the drive through windows as it takes away from the experience of the coffee shop atmosphere and the luxury feel you gain when you sit inside the coffee shop to drink your beverage. In addition, Starbucks drive-throughs are at times very extensive due to early morning rush and the brand loyalty. However, I believe that if I were to keep the drive through I would enhance it and make it into a dual drive through with added features in the lines in which you ordered from. For instance, basic Starbucks coffee would entail one line and specialty coffees would be another lane in the drive through. Furthermore, I would want to eliminate the fast food appeal that Starbucks now gives off and incorporate more of a luxury atmosphere and time for increased social experiences and networking. Likewise, I would place Starbucks brand in locations that catered to younger audiences such as schools and create a smaller version coffee shop for students to enjoy while on breaks or lunch. Younger audiences tend to enjoy flavored coffee almost more than older adults.

Compared to the other coffeehouses, Starbucks has a greater augmentation layer. Now, Starbucks has provided ice creams, alcoholic beverages, teas and juices in addition to coffee. Not many companies has this wide range of products sold in the market.

Starbucks was originally created to be a retail coffee store and roasting factory. Howard Schultz purchased Starbucks where he changed it into a coffee bar where people could purchase cups of espresso and lattes. He expanded the business into the Chicago area and soon began to open other locations. In 1991, Starbucks created its own in-house team to create and design store layouts and features (Gamble, Thompson, & Peteraf, 2013). He has continued to change the design to meet the needs of the communities he sells his product in. They have moved to a new green building code and structure. They have introduced Starbucks CDs, take away cards for music clientele can down load. They now have a Starbucks app where people can order their coffee and it will be ready at the

By now, most Americans must have heard or be familiar with a chain of coffeehouses, named Starbucks. Established in 1971 as a local coffee bean roaster and retailer, Starbucks has expanded rapidly. By successfully adopting Italian coffee culture into a variety of beverages such as brewed coffee, espresso, teas, Frappuccinos and related products such as music CDs, pastries or ice creams, the Seattle-based company has reported USD 7.9 billion in revenue with 22 percent annual growth (Starbucks, 2006) . Operating 13,168 stores in 41 countries, Starbucks has, inarguably, become one of the largest and most recognizable coffeehouses all over the world (Harrison & Enz, 2005). Meanwhile, the company still targets for operating 30,000 stores