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Global Marketing of Starbucks - Case Study Example

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Global Marketing of Starbucks

With this comes the great responsibility of taming organizations accordingly that is making organizations compatible with the needs of today's markets that come with the immense competition, ever increasing inflation, cognitive dissonance and unforeseen circumstances . Organization must have a recognition of its own, that is it should have a strong organizational culture that has no parallel and it should be able to attract a strong team that is ready to work zealously for it. A lot is put into organizational structure, culture and profile of its prospective employees and customers, for any organization to grow it should have a strong foundation and it should build up on the pre defined foundations that have been laid.
Given this, the question is how any organization achieves this position Now it does not sound superficial or very far fetched, many organizations have been there and done that. This exemplifies the core strengths any organization should have to reach that point where they are secure and recognized for some thing. Now organizations are becoming very brand centric, they have realized the importance of positioning themselves for something. How many of you know that what diapers are The Pampers completely over shadowed the real term and branded it.
Now consider, Starbucks. Everyone is familiar with Starbucks. ...
At Starbucks customers can indulge in reading, doing office work, have meetings, watch television with having coffee. It has become a way of life for Starbucks.

Now let us specifically categorize positioning of Starbucks. Before we move forward lets look at some facts regarding Starbucks. Starbucks is operating in around 30 countries at present. Being global brings huge responsibility, this is when a company has to cater to people belonging to different backgrounds and religions, making diversity not an impediment to the growth of the company. Starbucks offers coffee to customers and also brewing machines so they can make coffee as they wish. An average American drinks 3 cups of coffee every day.


Starbucks is positioned as the third place every person would want to be at. By third place I mean, that after home and work, Starbucks is the place to be. How it does that Starbucks has adopted unconventional methods of advertising and promotion. It has adopted societal marketing. Unlike companies such as Coca Cola, Pepsi, Microsoft where the heavy reliance is on the commercial ads on television, billboards and hoardings, Starbucks has adopted a very different marketing strategy.


Starbucks charges the customer a premium for the product it offers, but the premium comes more from the service attached to that product. The fact that Starbucks is a very comfortable and seemingly the best place after home and work, where you can relax. You can read newspaper, watch television, some outlets of Starbucks offer WiFi internet, and there are many ways to keep the customer at ease.


The attribute that distinguish Starbucks from other places and competitors is that:

1) It offers entertainment, serious or solemn environment, or any ...Show more


Starbucks: A brief description of the product offering and the brand strategy. What is the brandImageAttributesPersonalityPromiseYou may wish to consider 'Attitude branding' described by Naomi Klein(No Logo) as 'the choice to represent a larger feeling, which is not necessarily connected with the product or consumption of the product at all'.
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