... Head: MARKETING STRATEGIES USED STARBUCKS CORP. Marketing Strategies Used Starbucks Corp. s Marketing Strategies Used Starbucks Corp.
Starbucks, is the world’s eighth largest consumer foodservice brand, and the leading specialist coffee shop, with a market share of over 38% in 2006. While the company does sell its Starbucks brand coffee through retail outlets, the brand operates solely as a coffee specialist in consumer foodservice. Starbucks truly dominates the specialist coffee shops sector, with the next largest brand, Doutor Coffee Shop, having a value share of less than 4%. Starbucks has two operating segments: company-operated retail and speciality. During 2006, company-operated re...