Got a tricky question? Receive an answer from students like you! Try us!

Brand: Starbucks "Can the Brand Be Revitalised" - Essay Example

Only on StudentShare
Masters
Essay
Marketing
Pages 8 (2008 words)

Summary

BRAND: STARBUCKS ‘CAN THE BRAND BE REVITALISED’ By <Name of of Professor> <Course number and title> <Name of university> INTRODUCTION: Starbucks is one of the biggest names in the specialty coffee industry. The company is known to be a pioneer of different specialty coffee…

Extract of sample
Brand: Starbucks "Can the Brand Be Revitalised"

Starbucks has been reporting considerable growth and profit from the beginning of its operations. However, there has been sudden decline in the profits and share prices of the company. There has been different perceptions and views about this decline and downward trends. According to some analysts, the strategy of ongoing expansion of stores has resulted in decreasing the quality of the service and at the same time has cannibalised the overall sales. Along with this the strategy of diversification into different areas like promoting movies, offering hot food, and starting different themed shops have resulted in diluting the overall image of the company. It is also important to consider that the management of the company is so much busy in coming up with new products and services that the core product of the company which is high quality coffee has been neglected. Along with this there has been drastic shift in the level of the quality of the service provided at the outlets. Customers have been complaining about the lost experience which was trademark of Starbucks. In view of all these marketing challenges and issues, management of Starbucks has been looking forward to change the overall positioning of the brand. ...
Download paper
Not exactly what you need?

Related Essays

Brand Personalities
Brand Personality: A Comparison with Human Personality: …
12 pages (3012 words)
Brand Analysis
After a few years, Starbucks completely redefined the American coffee shops. High priced Brews, Lattes, Moccachinos, Cappuccinos and Frappes awakened the senses of 50 million customers across the globe (Burks, 2009, p.01). The company was formed in 1971, in Seattle. It was an initiative of a group of three friends-Gordon Bowker, Jerry Baldwin and Zev. Initially, the store was named as ‘Starbucks coffee, Tea and Spices’ (Burks, 2009, p.01) and the brand logo depicted a chocolate brown colored two tailed mermaid (Gilbert, 2008, p. 13). Later, the name of the store was changed to…
4 pages (1004 words)
Brand Positioning
Brand proposition in the Xerox products Brand proposition is a statement which clearly identifies the benefits of the products to consumers. It is a promise to the consumers and the buyers of the benefits they would achieve if they are to buy these products. The brand proposition should include a unique tag in the marketing strategy that would draw consumers to the product. The Xerox Corporation has used various brand proposition techniques in order to market its products. For example, the Fuji Xerox printers carry a statement “true colors”. This brand propositional method ensures that a…
8 pages (2008 words)
Brand Implementation
It is a process for constant and reliable application of the brand image among major of the leading business units, media and communication channels. However, it does not encompass the design and creation of brand identity. Industry Background and the Competitors EAT was founded in the year1996, with the determination of delivering best quality food, coffee and soup in London at rational price. Presently, more than 100 shops all over London are offering handmade food every day. According to the statistics of the year 2011, the organization is having market share of 76%. The CAGR is +27%. It…
9 pages (2259 words)
Brand Management
Overall branding is viewed as a differentiated strategy through which the customers can easily distinguish the features of a product from that of similar products offered by other marketers. It is also viewed as a tool used by the marketers to position the products with a reliable image of quality and values to make certain the growth of a recurring fondness by the consumer. That is why it is often said that products are something which is manufactured in the factories. Brands are something developed in the minds of the customers; and, hence, the customers do not buy the product; customers…
10 pages (2510 words)
Brand marketing
Brand is the design, name, symbol, term or other characteristic that generally identifies whether a product is distinct or can be differentiated from other sellers’ products.A brand is considered as an intangible assetEffective branding strategy helps an organization to achieve several potential competitive advantages in competitive global market place. Several leading organizations around the globe are trying to increase their core competencies through the implementation of several unique competitive strategies. This particular essay will discuss various theories in order to assess the…
7 pages (1757 words)
Reflect and evaluate Brand Starbucks marketing principles".
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…
4 pages (1004 words)