Marketing and Operation Management: Starbucks - Assignment Example

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Starbuck is currently on of the largest coffee retailers dealing with roasting and selling of coffee beans in addition to selling brewed coffee, coffee-related equipment, Italian-style espresso beverages, other cold blended beverages, as well as a number of food items. …
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Marketing and Operation Management: Starbucks
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Download file to see previous pages In the 1980, Starbucks started to expand further but was still within the United States. By 1996, Starbucks started its venture towards becoming a global retailer by opening a coffee retail shop in Japan, which was followed by expansion to other regions such as Britain, Asia, and Hawaii. By 2007, Starbucks had 13,165 coffee outlets globally 9,400 of which were located within United States while 3,765 were located within 38 other countries.
Starbucks aims at providing the finest coffee globally while providing an excellent environment amongst all it stakeholders. Additionally, Starbucks embraces diversity, which is characterised by the diversity of its workforce. Another principle that Starbuck upholds is ensuring unrelenting customer satisfaction in addition to contributing towards improving the welfare of the society as well as that of the environment. To achieve the above the company is always in constant search of other opportunities to expand its operations as well as improve the quality of its services.
This paper will focus on the marketing activities undertaken by Starbucks as well as how Starbucks manages its operations. On marketing activities, the paper will examine the marketing strategies employed by Starbucks, the marketing environment that it has created to advance it operations as well as its aims and objectives, in addition to the marketing tools that Starbucks uses to increase its sales. On how Starbucks manages it operations, the paper will address the issue of how the management of Starbuck operates and how it manages to meet its objective. Additionally, the paper will include recommendations on how Starbucks can improve on its marketing activities and strategies as well as its management operations (The Chartered Institute of Marketing , 2009, Web). Marketing Activities, Tools, and Strategies of Starbucks Most retailers make use of advertisements to create awareness of their products. However, Starbuck rarely uses this strategy irrespective of it being a global coffee and coffee accessories retailer. To create awareness of its existence, Starbucks relies on the visibility of it coffee shop, which are located in places such as shopping malls, supermarkets, and other numerous places where people are likely to go for relaxation. Another strategy that Starbucks uses to market itself hence its products is custom music CDs that it sells in its shops in addition to allowing customers to download freely(The Chartered Institute of Marketing , 2009, Web). Market Environment To create appropriate market environment for its operations, Starbucks has signed numerous agreements as well as memorandum of understanding with different organizations. Starbucks signed an agreement ...Download file to see next pagesRead More
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