Starbucks Companys Marketing Plan - Essay Example

The objectives are as follows: Starbucks is now a household name and is continuing to delve into other areas such as joining forces with large companies (Dreyers Grand Ice Cream, Pepsi-Cola, Hear Music, Tazo Tea Company, Kraft Foods, etc. to continue branching out. Euromonitor International : Global Company Profile (2004) reports,"It aims to position its outlet as customers "third place", a location where the customer feels able to relax free from the pressures of either work or home Starbucks's main objective is to establish Starbucks as the most recognised and respected brand in the world.

To achieve this, the company plans to continue to rapidly expand its outlets, to grow retail sales of its bottled drinks and ice cream and introduce new products and expand distribution channels." By licensing agreement, it has joined forces with other huge businesses. By placing itself everywhere and developing customer loyalty by providing what they want and need (in many areas). Having customers who are loyal to a certain brand is the key to a company's success. When a company can obtain customers who are loyal to its brand, this is extremely advantageous as the customers are the ones who will do the advertising and the selling.

The company does not have to work as hard. The advantages of positioning Starbucks as a lifestyle product and joining forces with other companies were many. Gaining a competitive advantage by not just selling a product but selling a community; a place where people could have a sense of belonging. By touching people's emotions, they were able to hit right at the heart, where people are moved, and decisions are easily made based on emotions and what touches them. Their customers were made to feel special and a part of an elite group surrounded by others like them as those who purchased the coffees, other products (such as holiday items), and music could share the same social lifestyle.

It is more than just a mere cup of coffee that they were getting. It is a lifestyle, a community, a way of life, and the "customers' third location". In today's world, there