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Starbucks Marketing - Research Paper Example

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Starbucks positioned itself by specializing in selling whole Arabica beans and premium-priced coffee beverages. The idea then was to create a chain of coffee houses. Starbucks positioned itself for the target by using the marketing mix in the following ways:
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Starbucks Marketing
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Download file to see previous pages In 1992, there was no focus on advertising and Labor force but with the growth of retail outlets, the company was still reluctant in increasing the Labor force, which is the company's major expense. Starbucks didn't spend any money on advertising. So, during the early 1990s, the company had no promotion. The only promotion made was through opening many retail outlets and boosting the sales promotion.
2. Starbucks has picked up an additional target segment of customers by 2002. Who were these customers What is Starbucks' position for this new segment relative to its position for its earlier customers What are the implications of this new target and position for Starbucks' marketing mix
Starbucks positioning changed with the expansion in the target market. Starbucks established itself as a dominant specialty-coffee brand and its objective was "To become the most recognized and respected brand in the world." This was achieved through:
Starbucks introduced a wide range of product variety including whole bean coffees, rich brewed coffees, Italian style espresso drinks, cold-blended beverages, premium teas, pastries, sodas, juices, sandwiches and salads. The product mix varied depending on a store's location and size. The biggest driver of company's growth was product innovation. New products were launched regularly and a new hot beverage was introduced during every holiday season.
Brand name was establi...
Starbucks introduced a wide range of product variety including whole bean coffees, rich brewed coffees, Italian style espresso drinks, cold-blended beverages, premium teas, pastries, sodas, juices, sandwiches and salads. The product mix varied depending on a store's location and size. The biggest driver of company's growth was product innovation. New products were launched regularly and a new hot beverage was introduced during every holiday season.
Brand name was established and this again contributed to the position of the company. Starbucks had the Size advantage over its competitors and its goal was opening 15000 stores world wide. Service was the distinguishing factor and the employees were trained and empowered to provide good quality service, which was evaluated on service, Cleanliness, Product quality and speed of service criteria. Service innovations along with technology functionalities like T-Mobile HotSpot wireless internet service was an added advantage.
Price
Discounts were given at stores. Spilt drinks were replaced without any additional charge. Regular customers were given sample free drinks if they didn't have cash and provide cheque. Starbucks established itself as a premium-priced player in the market but service overwhelmed price in this aspect.
Place
Channels were used very effectively and Starbucks opened licensed stores world wide. Nearly 77% of the sales came from these stores. Starbucks also sold its products through non-company operated retail chains called Specialty Operations which accounted to about 15% of net revenues. Starbucks operated domestic and international licensed stores. Starbucks also had a joint venture with Pepsi-Cola to distribute bottled beverages. Starbucks had plans to open 15000 international locations. This will ...Download file to see next pagesRead More
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