150,000+ ESSAYS

Find more results for this search now!
CLICK the BUTTON to the RIGHT!

Need a Brand New Custom Essay Now?  click here

Starbucks Case Study

Uploaded by kspain on Oct 14, 2008

Starbucks Corporation Marketing
Headquartered in Seattle Washington, Starbucks Corporation is a premium coffee retailer offering a wide selection of hot and cold beverages, fresh food, premium ice cream, merchandise, and entertainment. Starbucks opened its first location in 1971 at Seattle’s Pike Place Market. Although Starbucks closed approximately 600 underperforming stores this year, it still operates more than 16,000 stores worldwide with over 11,000 stores in the United States. (Herman, 2008). Each store varies its product mix depending upon the size of the store and its location. Larger stores carry a broad selection while smaller stores offer a more limited selection.
The product strategy of Starbucks can be summarized by the company’s vision statement. As stated on its website, the company’s vision is to “establish Starbucks as the most recognized and respected brand in the world and to be the premier purveyor of the finest coffee in the world” (Starbucks, n.d., p. 1). Starbucks has strong global brand recognition which is built on a solid reputation for premium products. The company is well known with consumers for making high quality beverages, food and associated goods. Starbucks takes pride as being recognized and respected as the top coffee store in the world (Allison, 2007, p. 2). The atmosphere of its stores is what keeps customers coming back. The stores are designed where customers can get in and out quickly or stay and enjoy the camaraderie. Starbucks does not mass advertise. Most of their marketing is done by word of mouth, and in supporting local events within the communities where their stores are located. As Howard Schultz, the CEO of Starbucks states:
At Starbucks, we have integrated ourselves in a way that is very different than selling a cup of coffee. We have an emotional relationship with our customers. It’s not one thing, but a lot of things. It’s not good enough to have a good ad, but everything you do helps complete the circle…the packaging, the community involvement, the service all help build that emotional connection. (Lewis, 2008, p. 3)
Starbucks has created very loyal customers who continue to return to Starbucks. These customers are willing to pay four dollars for a cup of coffee. The average Starbucks customers are middle to upper class, working adults. Also, there are a lot of...

Sign In Now to Read Entire Essay

Not a Member?   Create Your FREE Account »

Comments / Reviews

read full essay >>

Already a Member?   Login Now >

This essay and THOUSANDS of
other essays are FREE at eCheat.

Uploaded by:   kspain

Date:   10/14/2008

Category:   Marketing

Length:   5 pages (1,190 words)

Views:   6052

Report this Essay Save Essay
Professionally written essays on this topic:

Starbucks Case Study

  • Strategies and Risks at Starbucks

    on the company) was its aggressive expansion strategy from out of the Pacific Northwest, which was, in a sense, to blanet each met...

  • Case Study Analysis of Starbucks

    in general and Starbucks should do something to compete. That said, Starbucks has a loyal following, but it is not every coffee dr...

  • Starbucks Case Study

    include the provision of a work environment where employees all people are treated with dignity and respect; for diversity to be e...

  • Starbucks Case Study

    us to the issue of competition. Starbucks has grown rapidly in America benefiting from a lack of any single chain being able to of...

  • Starbucks Case Study

    internally and externally within its environment is understood. To analyse the company, at the position it is in the case study, a...

  • How Should Starbucks Expand?

    prudent the same level of investment as estimated for 1999 will be continued, E is for estimates and F is for forecast. Forecastin...

  • Starbucks Case Study

    The writer considers the position of Starbucks when facing difficulties. Looking at the way the firm may have changed and adapted...

  • Analysis of Starbucks

    The writer looks at Starbucks to assess their potential for further growth and success in the future. The firms background is exa...

  • History and Corporate Case Study of Starbucks

    In five pages this paper discusses Starbucks in an examination of its corporate history, single outlet operations, marketing, bran...

  • Case Study on Starbucks in the United Kingdom

    who import form other countries may have a cost advantage. The good economic conditions may also be seen as encouraging of grow...

View more professionally written essays on this topic »