Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

Analyse the marketing strategies used by: Starbucks - Essay Example

Comments (0) Cite this document
Current chairman and chief executive officer Howard Schultz joined the company as the head of marketing and retail operations in 1982. He founded a company that provided…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER98.7% of users find it useful
Analyse the marketing strategies used by: Starbucks
Read TextPreview

Extract of sample "Analyse the marketing strategies used by: Starbucks"

Download file to see previous pages By the end of 2008, Starbucks had 16,680 stores, over 11,000 if which are in United States.
The range of products provided by starbucks is growing on regular basis. It currently sells brewed coffees, espresso and espresso based drinks, frappuccinos, different varieties of tea, ice creams and other hot and cold drinks. Starbucks also sells different types of snacks, including sandwiches at some of their stores. There are also mugs and other merchandize for sale at some of their stores.
Starbucks entertainment is also a very important part of their stores. it provide latest books, magazines and music albums to its customers in their selected stores. Starbucks stores are also connected with wireless internet facilities, so the customer can also enjoy free internet connection on his portable computer while enjoying his coffee.
Starbuck is part of the “Special eateries and Catering services industry” and is catering for the leisure sector (Hoover’s online). This is a well established industry and is relatively stable. It fits within the largest population segment of disposable income spending on food and beverages.
Steady growth in this industry has resulted in many new companies entering the competition. There are relatively few political influences and the industry is little effected by the small changes in the social and technological factors if the environment. Economic environment was solid but due to the current depression the situation is currently subdued. But according to the current requirement of convenience the demand of eating out has suffered relatively less, and the food service industry is growing steadily.
Political influence that most concern this industry is the government imposed changes in the minimum wages of the employees. Special eateries and catering services usually are able to easily train their employees to perform their jobs ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Analyse the marketing strategies used by: Starbucks Essay”, n.d.)
Analyse the marketing strategies used by: Starbucks Essay. Retrieved from
(Analyse the Marketing Strategies Used By: Starbucks Essay)
Analyse the Marketing Strategies Used By: Starbucks Essay.
“Analyse the Marketing Strategies Used By: Starbucks Essay”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Analyse the marketing strategies used by: Starbucks

Product and Branding Strategies (Starbucks)

...corner of the map, meaning that the coffee brand is both low on innovation and customer service. Brand Strategy in relation to the Target Market Starbucks’ target audience mainly comprises of the upscale coffee drinkers. Starbucks has a very well defined target audience. It has a target market in each age segment whether its adults, young adults or kids and teens. The founder of the coffee house wanted to fulfill the needs of all its target audience (Schultz, H., & Yang, D. J. 1997) The founder wanted Starbucks to be a place where people could take a break from their hectic lives and socialize (Schultz, H., & Yang, D. J. 1997) The...
4 Pages(1000 words)Essay

Marketing Strategies of Starbucks

...integrating the local and American culture in order to create an enchanting experience for them (Miller & Sanders, 25, 2008). Social Factors Starbucks has opened more than one thousand international outlets in more than eight hundred locations. In the United Kingdom, Starbucks needs to expand its presence as it might be possible that consumers may turn to other beverages. Technological Factors Starbucks concentrates on innovation and uses technology. It would employ Starbucks Card and Blue Martini management system in order to retain its customers. Entry StrategyStarbucks would enter the UK market...
4 Pages(1000 words)Case Study

Starbucks Marketing

...09 October 2008 Starbucks: A Marketing Journal After a stressful day at the my friends and I decided to unwind at a nearby Starbucks. Going to this specialty coffee retailer has become a routine after all the stress of preparing academic requirements, attending discussions, and working on group projects. We just had our group presentation which we take almost the entire week to prepare. The perfect aroma of coffee together with the comfortable ambiance endears Starbucks to me making it on the top of my favorite brands. I was introduced to Starbucks by one of my close friends who is a certified coffee-addict because caffeine always gives her the boost...
3 Pages(750 words)Personal Statement

Starbucks Marketing

...1. Who were Starbucks' target s in the early 1990s How did Starbucks position itself for this target How did it use the marketing mix to execute this positioning In the early 1990s, the target customers for Starbucks were affluent, well educated, white-collar patrons (skewed females) between the ages of 25 and 44. 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: Product In the...
5 Pages(1250 words)Research Paper

Organisations analyse and strategies

...facility rather than as a system to meet a market need; the range of information systems needed to support the operations of a university will depend upon where a particular institution sets the balance between teaching and research. Whether it is information system, mechanical system or management system, the use of SSA resolves complexities of the organisation thereby providing feasibility. Sometimes major problems of any organisation become public knowledge, for example: the failure of the £75m Taurus project of the London Stock Exchange; the abandonment of the London ambulance system after twenty-four hours of chaos; the expenditure of millions of pounds on never-satisfactory systems by Wessex...
12 Pages(3000 words)Essay

Starbucks Analyse Marketing Activities and Performance

...Starbucks Analyses Marketing Activities and Performance Operations management involves designing and controlling processes that are used to change inputs to products and services. The operations in the company are managed on a demanding and tight schedule using management techniques and recent software. Starbucks uses software named ‘Star Labor’, which gathers information on the performance and activities of employees. It monitors the number of customers attended in a day and an employee’s training level to create schedule (Kumar, 65). This allows managers to effectively maximize the potential of employees with constant...
4 Pages(1000 words)Essay

Marketing Starbucks

.... The company began its existence in 1971 as a roaster and retailer of ground and whole bean coffee, spices and tea in Seattle, US. Nowadays, the company has global presence and its overall business is operated through almost 20, 000 retails stores worldwide (Starbucks Company Profile 2014). The mission of the company is “to inspire and nurture human spirit – one person, one cup and one neighborhood at a time” (Starbucks Company Profile 2014, 1). The company has aligned its business strategy with the sustainability and has undertaken a set of initiatives aimed at ethical sourcing, environmental stewardship and involvement of community (Starbucks Company...
9 Pages(2250 words)Essay

Marketing Starbucks

...Marketing Starbucks a. What are the alternatives that Starbucks has (include add’l 20 hours per week per store as 1option). In the midst of the 21st century business competition, service delivery has become a key ingredient for business success. In the recent past, Starbucks has faced a big challenge in service delivery, which has reduced its competitive capacity in the coffee selling business. To streamline its operations, the management has considered a number of options to return to profitability in the market. First, the organization considers the option of increasing its employees to ensure that it has the right capacity to offer desired services to...
2 Pages(500 words)Case Study

Peculiarities of Formulating Marketing Strategies in Overseas Countries

...environments for coffee shops in UK and China Coffee is an international drink and in most of the countries it is accepted as an energy booster. Caffeine which contains in the coffee has the quality of revitalising the energy which was lost during a day’s hard work. Even though of variety of coffee drinks are available in different countries, the hot coffee seems to be the most popular one. Coffee is popular both in UK and China, but the functioning of the coffee shops may be slightly different in these countries. Suppose, Starbucks, the world famous American coffee business group, is planning to establish their networks in China and UK. It is not possible for them to use the same...
14 Pages(3500 words)Research Paper

Technological Strategies Used by Starbucks that location. It not only deals with coffee but also entertainment by marketing films, books and music. Being technologically savvy has been one of the strategies that have contributed towards the expansion of Starbucks. Star-bucks use of technology The use of technology by Star-Bucks has been widely visible. However, for the purposes of this paper, only a few technologies with issues will be discussed. One of the technologies with a challenge relates to its payment systems. The company partnered with Square and invested 25 million on it and adopted its transaction processing. It adopted the Square wallet which is software and a mobile card reader...
7 Pages(1750 words)Coursework
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Analyse the marketing strategies used by: Starbucks for FREE!

Contact Us