Starbucks 's Marketing Plan For Starbucks

1554 Words Nov 15th, 2014 7 Pages
Introduction and Overview
Founded in 1971 at Pike’s Place Market in Seattle, Washington, Starbucks coffee went from a high-quality, do-it-yourself whole bean retailer to an international 6.4 billion dollar empire. As of 2005, there were 10,500 stores worldwide where customers could enjoy a cup of the internationally recognized coffee at a convenient location. Starbucks achieved this through a series of strategic movements all while offering a great in-store experience and quality coffee.
After CEO Howard Schultz took over the company in 1982, he implemented an idea he derived from Italian Cafés: Serving freshly-brewed, high-quality coffee in-store. This idea allowed customers to stay and enjoy the coffeehouse experience, which was a new concept to the American people. During the next two decades, Starbucks sought to become one of the most recognizable brands in the world through partnerships and licensing deals. This endeavor pushed the brand even further into American culture, contributed to a meteoric rise in sales, and established the company as a globally recognized brand. However, Starbucks is now facing challenges with its extremely fast growth. Having such a large corporate structure may lead to customer disconnection with the brand. Starbucks is currently finding ways to combat this problem while still continuing to grow.
Keys for Success, Brand Values, and Sources of Equity
There are several factors that contributed to Starbucks becoming a successful brand.…
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