Marketing strategy of Starbucks - Essay Example

Only on StudentShare

Extract of sample
Marketing strategy of Starbucks

Starbucks is attempting to involve its customers in the product in many ways. First, the company is marketed as a status item hence it is high involvement (has higher psychological, economic, and social risk) cheaper coffee or unbranded coffee from its competitors. Secondly, Starbucks is utilizing different campaign, like “Bold Coffee” campaign and the “Via” taste challenge so as to get its customers to come to the store continuously and try the new products. This is a perfect use of the buyer behavior theory that predicts that the customers could switch brands only to try a new thing. Offering its customers with a new flavor to try every week, the company actively manages the natural inclination of the customers to try new things. These strategies together with emphasizing on socially responsible behavior, the company are also offering customers with additional benefits on which they can evaluate its products. Through building a strong brand that its customers are loyal to, implying that the customers don’t even consider the other brands whenever they are going for coffee, immediately they will choose Starbucks since it’s the coffee for any person who loves coffee. These are the strategies that are employed by Starbucks to keep its existing customers satisfied (Simon, B. 2009). Promotion is the most common promotional mix elements utilized by Starbucks are internet marketing, advertising, public relations, personal selling, and sales promotion (Michelli, J. A. 2007). ...
Download paper


The essay "Marketing strategy of Starbucks" examining and analyzing the portfolio of advertisements that are utilized by Starbucks. The major segmentation criteria that Starbucks use is psychographic segmentation that targets customers based on their attitudes and lifestyle…
Author : jonesrozella

Related Essays

The next portion of the essay will describe theoretical background of marketing concepts. Marketing Concepts Research scholars such as Burrow (2011), Sandhusen (2000), and Mercer (1996) have stated that organizations need to decide marketing strategy in terms of marketing mix, segmentation and target market, in order to become successful in competitive business environment. Kotler et al (2009) have pointed out that organizations need to change marketing mix such as product, price, place and promotion in accordance with the situational perspective, in order to achieve competitive advantage....
8 pages (2008 words) Essay
Starbucks marketing report
Moreover, the organization can implement Porter’s generic strategy to become the leading player based on several parameters, such as cost, focus and differentiation strategy. Positioning is another important strategy that can help marketing team of an organization to position their products and services according to the market demand and customer preferences.
6 pages (1506 words) Essay
Marketing Strategy Analysis
The effectiveness of current marketing strategy of Starbucks can be judged from an analysis of the marketing mix including product, place, price and promotions of the brand. Product Starbucks is known worldwide for its brewed and blended coffees. In 2003, it acquired the title of Seattle’s best coffee and serves thousands of customers around the world. It started off with coffee but has now expanded by introducing other menu items as well. The product offerings of Starbucks vary from country to country but generally, it includes the following items: brewed coffees, espressos, cold blended...
3 pages (753 words) Essay
Each company faces problems and obstacles, even successful ones like Starbucks. One of the main challenges that Starbucks is facing is dealing with competitors. Coffee retailers are scattered all over the world in huge numbers. By involving thousands of shops operating in the coffee field, and as the competition increases, it makes the task more difficult for Starbucks to maintain its place. Also, the most obvious challenge that Starbucks is dealing with is the current financial crisis in America.
1 pages (251 words) Essay
Business marketing assignment (Starbucks)
Several terrorist groups are targeting the customers of Starbucks Cafe in order to achieve their political goals and demands. For example, terrorist attack in Africa and Middle East took the lives of several in-store customers. These kinds of terrorist activities have negative effect on the business operation of Starbucks. The impact is affecting the overall sales and profit of the organization. Starbucks are selecting politically stable countries for their business operation. This strategy will help the organization to maximize business growth and market share.
6 pages (1506 words) Essay
Starbucks Business Strategy
This research paper will be broadly divided into three sections which will be titled as background, analysis and conclusion. The objective of the research paper will be fulfilled in these three sections and along with that relevant conclusion will be also drawn. In the first segment, i.e. background the study seeks to highlight clear and detailed overview of pertinent information from the case and outside resources that describes the industry and the organizations and key players involved. The external sources that will be used are generally books, journal articles and authentic electronic...
11 pages (2761 words) Case Study
This will allow the licensor firm to collect a royalty fee from the licensee. This can be of great benefit to a licensor that has limited capital to enable it engage in full operations in the foreign nation. A major disadvantage though is the fact that this mode gives the firm much less tight and central control over the foreign operations.
6 pages (1506 words) Term Paper
Got a tricky question? Receive an answer from students like you! Try us!