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A marketing strategy to promote Starbucks - Case Study Example

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Answer 2) Customization to capture the market can be done to only a certain level. Although it allows flexibility, too much of it can prove to be risky. Customized standardization and tailored customization, as suggested by Lampel and Mintzberg (1996), are comparatively better strategies as opposed to mass customization…
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A marketing strategy to promote Starbucks
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Perhaps Starbucks can set up small forums with presentations that could revolve around the idea of Starbucks adhering to cleanliness, hygiene, high quality, special discount offers and discussing the advantages of coffee over tea. Starbucks should also point out the benefits of having their coffee as compared to the other coffee makers, i.e. their competitors. As they say, "seeing is believing"; the discussion could therefore be more visual rather than textual displaying images of how Starbucks prepares its products as well as demonstrating coffee as the more healthier beverage than other beverages like sodas, sugar drinks, tea, etc. This should signify that Starbucks cares for its customers so that healthy beverages of high quality are delivered to them.
Billboards or banners are other ways of capturing the population. Eye catchy displays and slogans relating to the differentiated taste of Starbucks that would evoke the mouth-watering sensation in people should be given much emphasis on.
Answer 6) A marketing strategy to promote Starbucks can be that of having free trials of different products in smaller cities. There maybe a number of barriers faced. First, because tea has been a part of the Chinese culture and heritage for a long period, there might be some resistance to switching to coffee. Secondly, people may be reluctant to try out a new product. Thirdly, the issue of coffee being more expensive may crop up. However, the unique taste of Starbucks once known to people will most definitely never be forgotten. The idea is to introduce the masses to their variety of products that Starbucks sells. This way their strategy would be successful.
Answer 7) India is one of the fastest growing third world countries. Taking a look into its demographics, one could tell that incomes in the middle class have risen greatly during this period (Kaur & Tayal, 2007). Coffee being a more expensive beverage, this increase in income has led to an increase in ...Download file to see next pagesRead More
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