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Furthermore Starbucks does not follow traditional aggressive advertising strategy; rather it focuses on high-level branding and marketing practices (Larson, Marketing Strategy and Alliances Analysis of Starbucks Corporation). Word-of-mouth has been a widely practiced marketing communication strategy by the company. The ‘differentiation’ generic strategy provides sustainable competitive advantage to the company. Starbucks intentionally avoids traditional promotional approach. It believes that its brand is promoted through excellent in-store service, quality of the product, premium price and unique customer experiences. Such a strategy has definitely provided sustainable competitive advantages to the company.
As far as customer response is concerned, Starbucks is very quick to respond to all their customer queries. Starbucks is committed to provide a unique experience to all its customers. It has all the required resources in order to support and sustain all its rapid response activities.
Starbucks is one of the most successfully marketed brands in the world. The company has 16,706 stores (including both company operated and licensed) throughout the world. The company’s long term objective is to have 15,000 U.S. stores and 30,000 stores in the entire world (Horovitz, Starbucks aims beyond lattes to extend brand). Starbucks’s mission says that it is working for inspiring and nurturing human spirit – “one person, one cup and one neighbourhood at a time.”
Generally strategic planners of any organisation develop the long term objectives in seven major areas which are profitability, competitive position, productivity, employee development, technological leadership, employee relations and public responsibility. Moreover quality of any long term objective can be evaluated on the basis of five factors namely flexible,
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Starbucks NAME: AFFILIATION: UNIVERSITY: COURSE TITLE: DATE OF SUBMISSION: Starbucks Introduction Located in several countries all over the world, Starbucks is one of the leading coffeehouse chains offering a range of products from coffee to a number of food items.
In addition, they market films, books, and music through Starbucks Entertainment division and Hear Music. The company was established in 1971 by Jerry Baldwin, Zev Siegel and Gordon Bowker. In 1981 Schultz joined the company as the head of marketing. As Thompson and Strickland (n.d.) state, in 1983, on a trip to Milan, Italy, Schultz visited a number of espresso bars and hit upon the idea of starting the same kind of coffee bars in America.
According to the paper the coffee drinker also like to determine whether Starbucks will be a good investment for the future. The paper describes the whole picture of the developing statistic of Starbucks and shows its popularity among the different classes of the population.
The current goals of the company is to maintain the standing of the company as one of the most recognizes as well as respected brands in the world. For achieving its current goals, the company plans to continue on its expansion path primarily focusing on the countries outside United States in retail as well as license store segments.
Starbucks Cafe sources its coffee using a practice known as fair trade coffee. Fair trade coffee is a practice that ensures the company receives the top quality coffee in the world, while at the same time complying with highest corporate responsibility standards.
Starbucks has been selected by the study as a sample organization for conducting analysis on use of marketing concepts in order to design a holistic marketing strategy by organizations. Thematically the essay can be divided into three sections, 1- description of theoretical background of marketing concepts, 2- brief introduction of Starbucks and 3- relevance of marketing concepts for Starbucks.
The issue of the globalization, and the ethics and diversity in regards to the Starbucks franchise are all of great significance and importance, and in order to grasp the full concept of Starbucks and its notoriety, we must first understand clearly these three matters.
The report-writing task has involved analyzing the challenges that is facing the company at the present time and the next few years, drawing conclusions and making recommendations. The findings of this report are presented with the
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