Brands absorb everything around them like Imelda Marcos in the shoe department at Nordstrom” (quoted in Kalin, 2001). By this definition, customer service and the quality of the products are actually considered part of the brand. Strong brands help companies establish a place within the international and local marketplace (Aaker, 1996). They also help the company develop a strong consumer base through brand recognition. However, brands don't become strong without offering quality products and excellent customer service. This is because brands only become strong when they have a high number of loyal consumers. Loyal consumers are made by giving them products that they enjoy and appreciate and taking care of customers when they have complaints or problems. According to Childers, satisfied customers exponentially increase in number, resulting in greater profitability for the company (2005). To see how this works, it's helpful to apply these ideas to a company like Starbucks. Starbucks is a well-known coffee company that specializes in serving ready-to-drink single-serve coffee and other drinks to a mostly middle and upper class clientele. This company now has a very strong brand which it has gained by focusing on quality products and excellent customer service. ...
Each customer was treated as a regular, whether they were or not, with their name written on their cup and plenty of customization of their order available. Now that the company has cultivated a very strong consumer base, it relies more and more on its strong brand to continue driving growth. As part of this brand, it offers customized menus for each region based upon local and national favorites. All of these different menus are brought together under the one brand identified by a simple and universal logo. Even if the menu isn't the same as the menu back home, travelers to new places can feel at home as soon as they walk into a Starbucks store because of that logo and a relatively similar approach to decor. Examining this company and assuming I have correctly identified the marketing principles it considers to be most important, I believe Starbucks is doing a good job of following these principles. Having a strong global brand is important to success in the commercial world today, but Starbucks has not forgotten that it developed that brand by offering quality products and excellent customer service. It proves this by maintaining a focus on what the local market enjoys and expects. “Experience has shown that companies need not always create one-size-fits-all global brands just because the world appears to be shrinking. Indeed, firms should recognize that adapting brands to local conditions will on many occasions be the best approach, and at times the only approach, because local conditions will leave them no other choice” (Managing Brands, 2005). By adapting their brand to local conditions but insisting that everything sold in the similarly decorated coffee houses carries the
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Instructor name Date Starbucks Marketing Principles To be successful marketers, companies need to focus on a few key principles of marketing and perform them well. For example, companies that want to succeed should offer excellent customer service, provide superior quality or value in their products, and have a valuable brand name…
The purpose of this research is to investigate the barriers to marketing planning and overcoming barriers for Starbucks, evaluate pricing, distributing and communicating new products within Starbucks and demonstrate marketing plan for new product of Starbucks. Also the research seeks to answer the question: Why Starbucks needs to be innovative?
From the very start, the management of the company has been considerate about providing the customers with not only the best coffee but also one of the best and ultimate experiences. The focus of the company has always been providing customers with the best experience and high quality service along with the high quality product.
The other organic functions include finance and operations; in my opinion, though, these two are important only in so far as they strategically support how the firm meets the demands of the market. The most important purpose of marketing is to determine what the market wants, and to be able to deliver the needed product and/or service with the best quality possible among the competing firms.
Starbucks is one of the leading and largest coffeehouses in the world. Starbucks believes to inspire and cultivate the human spirit throughout the world. Starbucks is a leading player in the coffee market because of its rich product quality which is facilitated by sourcing of the finest coffee beans. Starbucks operates in nearly 62 countries but has no retail outlets or headquarters in every country.
rly defining a business organisation’s goals and objectives while assessing its resources and strengths in order to formulate and execute strategies. Strategic management also involves evaluating the progress of strategy execution as well as making the necessary adjustments
This organization has strong presence in several emerging global places. Starbucks is operating its business practices in several global countries with its 20,891 retail coffeehouse chains.
Terrorism is the major political threat affecting the business performance of
The study entails the detailed discussion of the political and economic conditions of South Africa that will help the company to derive in-depth knowledge about the opportunities, competitors, and risks in the new market. The planned aim of Starbucks is to build a retail outlet in South Africa and gain decisive market share from the prospective market.
According to the research findings, it can, therefore, be said that effective marketing requires that the marketer(s) understands the environment within which he/she operates in terms of where the product is in the market, where it needs to be and what are the influencing factors towards its general performance within the market.
hift of the consumers’ behavior towards healthier options; and growing popularity of mobile and online technologies in promoting the brands and offering online ordering and delivery service. Competition in the industry is fierce in relation to both pricing and product offering
Starbucks’ main aim is to establish loyal customers as well as reducing brand switching by providing various products and better coffees regularly. Utilizing the combined push-pull strategy, Starbucks mostly depends on promotions, advertising, internal marketing, personal selling, and public relations.
4 pages (1000 words)Essay
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