Marketing is the business function that involves the task of creating, promoting, and delivering goods and services to consumers and businesses (Kotler, 2002, p.5). The changes of the new economy of the 21st century has made the job of marketing professionals more complicated…
This paper applies different marketing concepts and strategies to analyze Starbucks Café.
Starbucks Café is a world leading retailer in specialty coffee drinks with over 15,000 stores across 43 countries (Annual Report: Starbucks, 2007). Last year the company total global amounted to $10.31 billion (Yahoo, 2008). The company follows two major marketing philosophies which are the customer concept and the societal marketing concept. The application of the customer concept at Starbucks is achieved through the company vision of providing the best customer service in the industry.
At Starbucks customer service is not just a business function it is integrated into the corporate culture. This company whose core business is selling quality coffee beverages has become a global icon of popular culture in the United States and worldwide. At Starbucks coffee is not just a drink, it is a complete experience. People go to Starbucks because it offers an eccentric comfortable atmosphere that is created by the company’s partners (employees). Starbucks offers a variety of the best tasting top quality coffees in the world. The clients are enticed to stay around the stores and hangout to enjoy some of the company’s other products and services such as coffee merchandise, fresh foods, consumer and entertainment products which include high speed wireless internet access (Starbucks). In 2006 Starbucks was ranked number ten in customer service in the world by BusinessWeek for their friendliness, knowledge and availability (Businessweek, 2007).
Customer service is a strategy that is integrated in the entire supply chain. At Starbucks the customer service philosophy starts with the coffee farmers & makers and its suppliers of materials. Starbucks builds close relationships of mutual benefit with its suppliers to ensure the company obtains the possible price and on time delivery. The ...
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