The Marketing Plan For Starbucks Corporation

Starbucks operates in 65 countries offering specialty coffee, tea, and food items to patrons through company-operated stores (Starbucks Corporation, 2014). Moreover, Starbucks sells trademarked items such as coffee grounds and pre-packaged drinks through grocery stores and similar channels (2014). In 2014, there were 21,366 stores globally (14,191 in America) (2014).

Starbucks started by just making and selling coffee and coffee making equipment but now they sell everything from thermoses to delicious frappachinos. They currently have over 22,000 stores around the world. They’ve recently opened stores in panama Colombia, Brunei, India, Costa Rica, Monaco and Norway. The company is a publicly traded company on the stock market. Starbucks specializes in food service and product supplies.

Starbucks advertises two essential mission statements. First and foremost, it strives to “establish [ourselves] as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while [we] grow(s).” (Starbucks) Reflective of its mission, Starbucks bases its strategic campaign and communications on six indispensable philosophies; structuring a pleasant work environment in which employees are treated with “respect and dignity,” incorporating diversity in all business aspects, purchasing, roasting and delivering fresh coffee, retaining satisfied customers, giving back to the community and environment, and developing

After considering several factors, I have decided to choose topic 18: review of the marketing strategy of an organisation and its effectiveness for this research and analysis project (RAP). The organisation that I have chosen for this RAP is Starbucks Corporation (Starbucks).

In this Assignment it is going to be analyzed the marketing strategies adopted by Starbuck Coffee and Virgin Group of companies. They have used, different strategies to expand the business activities. In terms of Starbucks they have used market penetration strategy to grab the market and when increasing sales revenue. With reference to Virgin Group of companies, they follow differentiation strategy and therefore, they have entered in to variety of markets. Due to these differences they have adopted variety of pricing strategies to reach the customers.

The company competes with other sellers, like Dunkin Donuts and McDonalds, in the coffee market, but ultimately is overwhelmingly dominant. In the monopoly, Starbucks has had to create a unique identity and brand image for itself in order to succeed amongst competitors. Starbucks has been able to successfully differentiate itself from its competition by priding itself in quality assurance to its customers as well as its distinctive brand marketing strategy, which includes a large number of stores and little to no paid advertising; the company feels their high quality products speak for themselves and a high presence of storefronts allows customers to purchase their products at their own

Starbucks have one vision from day one to present, which is to be the premier provider for the world’s finest coffee. In doing so they also achieved being one of the most recognized brand and maintained principles and values form the first step of planting the coffee seed to handing a cup of coffee to their customers. Starbucks are very fond to their employee who they call their partners. They focus a lot on the happiness of their partners since they believe that happy employees will create a better environment and experience for the customers. They strive to be the most appreciated and positively graded coffee brands by all the different class levels of customers and employees around the world.

Starbucks was #45 on the Forbes list for world’s most innovative company (Forbes 100, 2015). They closed 600 stores in 2008. In 2012 they opened 1500 stores. The 2015 financial report includes a 7% increase in the global comparable stores; American sales increased 8%; China/Asia Pacific sales increased 11% (Financial Release).

Starbucks Corporation was established in 1985 as the premier roaster, marketer and retailer of specialty coffee in the world, identifying them as one of the most recognized and admired brand. As of 2016, Starbucks operates in 75 countries comprising of two types of stores: company-operated and licensed in each market. In addition, there are four reportable

Starbucks Corporation, founded in 1971 in Seattle, Washington, is the leading retailer of premier coffee beverages and related foods and merchandise, around the world. Its annual sales are over $6 billion, with a profit over $400 million. Starbucks had about 182,000 employees across 62 countries, with 19,767 locations. Many of their location are retail stores or located in airports and shopping centers. The average Starbucks consumer visits the store 18 times a month; 10% visit twice a day. Their products include high-quality/ premium priced coffees, teas, a variety of healthy food and beverages. By providing their customers with a relaxing atmosphere, creating signature drinks and providing environmental safe products, they

We release a BUY recommendation on Starbucks Corporation (SBUX) with our forecasted price of USD65.00, based on imputed results from H-Model, Discounted Free Cash Flow method, and Price Multiple method. This series of forecasts reflects a XXX% of price potential upon USD XXX of market closing price on DATE.

Starbucks had demonstrated that they are the number one retailer of coffee – they just can't get too confident about themselves and they have to continually have to look at how they are doing with customer service

As Mr. Todd Coffee requested, I will state the history of the Starbucks logo, the potential risk of logo redesign, and other branding successes and failures in detail through this summary report. To be more acceptable and popular, Starbucks has redesigned its logo five times since original image. To be more beneficial, the branding team of Starbucks plans to explore another logo update soon. Hence, I offer this report to help them to know the detailed information about logo redesign and to make the final decision on whether or not Starbucks should update its logo again.

most coffee drinkers because it is where most of the educated professionals are located as

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