Starbucks's Marketing Plan For Starbucks

Starbucks recently unveiled a new single-serving home brewer. Starbucks has always made their coffee available at home. They were presently offering their coffee beans for home brewing; sells premixed bottled frappuccinos; and recently started selling Via which is instant Starbucks coffee. So, being able to brew Starbucks’ coffee at home isn’t a new concept. However, now Starbucks has an added twist with its new top notch coffee system, the Verismo. The Verismo is in alignment with Starbucks’ commitment to bring exceptional coffee and espresso beverages to their customers. In fact, in being able to offer customers these products at home, Starbucks has once again raised the bar (Starbucks Newsroom, 2012).

Starbucks advertises two essential mission statements. First and foremost, it strives to “establish [ourselves] as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while [we] grow(s).” (Starbucks) Reflective of its mission, Starbucks bases its strategic campaign and communications on six indispensable philosophies; structuring a pleasant work environment in which employees are treated with “respect and dignity,” incorporating diversity in all business aspects, purchasing, roasting and delivering fresh coffee, retaining satisfied customers, giving back to the community and environment, and developing

The Starbuck Corporation is considered as the one of the leading firms across the globe in specialty coffee consumption. Since its inception and launch in a market in Seattle, Washington, the company has developed to extent with which it offers quality premium coffees with an excellent level of customer service and at reasonable prices worldwide. The growth and profitability of this company is attributed to its development and use of an effective marketing strategy. Actually, the firm is renowned for successfully adopting a differentiation focus strategy designed to offer high quality, focused product, and premium prices, which is in essence no object to its customers. Throughout its marketing initiatives, Starbuck Corporation does not market its product or the firm aggressively but drives its sales through the image and reputation it has developed (Larson, 2009).

Starbucks is the world’s largest coffee roaster and retailer of specialty coffee in the world. We have enjoyed great dividend returns over the past 5 years, and our growth has been on the rise. We are currently saturating the US market, while the emerging markets of developing countries offer many possibilities for growth and increased revenues. In our US market we should look at offering more items on the menu that complement our long-standing tradition of pleasing our customers. Exotic Juices, and snacks served with the same service could add a nice margin to the bottom line. In addition, the ability to offer a drive through service for the consumer that loves fine coffee but does not have the time to stop

can order and pay for their drinks in a flash while stacking up rewards for each purchase made. This Strategy has significantly drawn people to Starbucks due to its highly anticipated services, products, and marketing strategies that differ from most fast food restaurants. The next service is the Starbucks webpage where the customers can go onto the site and view product and also make purchases. This service is quite excellent for those that want to checkout items online through the site, because it incorporates a similar process as the application on your smartphone. Starbucks also incorporates equipment and drinkware to their massive line of products. First their Drinkware consists of cups and mugs that are affordable to the customers. These cups come in many colors and aesthetic values, which make people interested in purchasing. Starbucks had the right idea when they decided to manufacture these cups out to their customers because not only were they a huge success for the business, but it also made Starbucks distribute more merchandise. Cold cups, which were from stainless steel containers. These containers made a rise once the popularity rose for other merchandise. These containers were sold very often to customers and once again made a surprise since it was from the same line of cups and mugs category. As more popularity grew in their products so did the equipment used to make customers coffee. First Starbucks decided to manufacture coffee makers, presses, and expresso

One company that has been particularly successful in creating an overall company image in my option has been Starbucks. They have been able to maintain a dominant position in today’s market. Where in the morning most of our society needs a good cup of coffee in order to start their day. At one point, we looked at Starbucks as a high-end marketer. A sort of club to belong to. However, things managed to change in the recent years where a 4.00 cup of coffee was becoming a luxury items. This became known as the Coffee Wars. Starbuck had to now face competition from the fast food world. Which was McDonald’s and Dunkin’ Donuts. They started to look at this market as an opening to gain more customers. They started to offer their

Howard Schultz had the perfect plan to create a successful coffee company. He got people to pay more for a premium coffee then to just go to a local coffee shop and pay a lot less for a cheaper coffee. He did this by creating an experience around purchasing your coffee. Starbucks focused on creating relationships with its customers while providing one of the best premium coffees out there. Also being able to customize your own drink was a big success in getting people to purchase the product. A high quality coffee was one key component to Starbucks value proposition. Another was service and

I. The company that I will be working on is Starbucks. The company's business is based on coffee. The core business is in the quick service food sector, with a coffeeshop focus. QSR Magazine ranks Starbucks as the 3rd-largest firm in the US in the industry, and the largest with a coffee focus. The company also has retail and institutional businesses, marketing coffee in a variety of formats both to consumers via grocery outlets and to hotels and other institutional buyers.

The case was about the product objectives and strategies associated with Starbucks. The author went further by providing the audience with some history of the arrival of this particular coffee brand within the United States. The company’s vision was to be a coffee shop initially out of Seattle Washington. However, the growth within the business sector flourished becoming one of the largest retail coffee shops in the world. Starbucks provided Americans with a rich brand of coffee. When analyzing the issues that Starbucks was encountering one must understand product selection. Some of the key elements of this process are to have the ability to figure out that creating anything one must plan and be willing to put forth the effort for implementing those plans into action. For example, Starbucks started off with the idea of making a profit like most businesses. Their original vision was slightly altered due to the decline in company sales and stock. Proving that more stores does not always reflect a higher rate of success. Instead of being known for their contributions to the industry, the company quickly became known for their lack of ability to stay afloat and a prosperous business. This notion tarnished the company’s reputation. These factors caused Starbucks to go through several changes to re-establish their reputation in the public’s eyesight. Therefore, they begin this process by making disciplined expansion decisions. Instead of trying to open new stores, the

Starbucks is diversifying into other related industries including bottled water, and even the music retailing industry. When a customer enters a Starbucks, they get a wide choice of many different types of products. They provide bagels, souvenirs, pastries, yogurt, wraps, fruit, Frappuccino, Espressos, Tazo teas, and many other items. Starbucks uses contemporary design of all promotional, web-related, and other material to keep it appealing to young generations. This contemporary look and feel is unified throughout all their material, so even the older target segments will feel younger when they drink your coffee.

The original Starbucks opened in Seattle, Washington, in 1971 by three partners: English teacher Jerry Baldwin, history teacher Zev Siegel, and writer Gordon Bowker. The three were inspired by Alfred Peet, whom they knew personally, to open their first store in Pike Place Market to sell high-quality coffee beans and equipment. The original Starbucks location was at 2000 Western Avenue from 1971-1976. That store then moved to 1912 Pike Place; it is still open. During their first year of operation, they purchased green coffee beans from Peet 's, and then began buying directly from growers.

Starbucks originated in Seattle, USA in 1971, by three partners, who met while they were studying together at the university. In 1984, when the sales started to decrease, while the specialty coffee sales increased. In 1987, the original owners opted to sell the coffee shop to one of their former employees by the name of Howard Schultz, who rebranded his II Giomate Coffee by the name of Starbucks and started to expand very quickly. It opened its first store in Vancouver, BC at the Waterfront Station, and another one in Chicago, Illinois, US. By the year, 1989 Starbucks had increased its stores to 46 locations. By the time Starbucks appeared on the Stock Market in 1992, it had expanded to 140 outlets with revenue of US$73.5

As far as the industry goes, Starbucks is classified as a specialty eatery within the service sector. They are currently ranked 196th on the Fortune 500 for 2014 which is 12 spots up from last year’s Fortune 500 rankings. Starbucks, believe it or not has been around for 42 years and in 2013 has reached record highs with consolidated revenues of $14.9 billion which is a 12% increase from last year (Starbucks Annual Report, 2013). The President, Chairman and Chief Executive Officer of Starbucks is Howard Schultz

Starbucks had is beginning in Seattle, Washington in 1971 by Jerry Baldwin, Gordon Bower and Zev Siegl. These three friends just had a love for dark roast, European styled coffee. They sat out to make sure that they offered better tasting coffee than Folgers and Maxwell House. These owners had a vision that show customers about fine coffees and wines. They made sure they had the best of the best coffee beans only importing from Sumatra, Kenya, Ethiopia and Costa Rica. The owners even made sure that they used the correct coffee pots and equipment that wouldn’t alter the flavor of the coffee. Howard Schultz joined in the company in 1982. He was just a customer at first but something far greater in the company and decided that he had to act on it. When Schultz originally requested to join the company he was rejected. After more than a year of wanting to join Schultz came on board as the marketing director for Starbucks. After going on a trip to Milan, Italy Schultz vision for the Starbucks company had become clear. He wanted to give the people something more than just fine tasting coffee. Schultz loved the idea of coffee bars baristas and customers interacting together. The connection to the people who love coffee did not have to take place only in their homes, where they ground and brew whole-bean coffee. He wanted to turn the Starbucks name into an official coffee bar. His bosses were not too fond of this idea. It just would be too much of a risk for them. They were too

I would initially bring back the appeal of the coffee shop feel/experience that has been lost due to the increased changes and modifications. I would essentially phase out the drive through windows as it takes away from the experience of the coffee shop atmosphere and the luxury feel you gain when you sit inside the coffee shop to drink your beverage. In addition, Starbucks drive-throughs are at times very extensive due to early morning rush and the brand loyalty. However, I believe that if I were to keep the drive through I would enhance it and make it into a dual drive through with added features in the lines in which you ordered from. For instance, basic Starbucks coffee would entail one line and specialty coffees would be another lane in the drive through. Furthermore, I would want to eliminate the fast food appeal that Starbucks now gives off and incorporate more of a luxury atmosphere and time for increased social experiences and networking. Likewise, I would place Starbucks brand in locations that catered to younger audiences such as schools and create a smaller version coffee shop for students to enjoy while on breaks or lunch. Younger audiences tend to enjoy flavored coffee almost more than older adults.