Furthermore Starbucks does not follow traditional aggressive advertising strategy; rather it focuses on high-level branding and marketing practices (Larson, Marketing Strategy and Alliances Analysis of Starbucks Corporation). Word-of-mouth has been a widely practiced marketing communication strategy by the company. The ‘differentiation’ generic strategy provides sustainable competitive advantage to the company. Starbucks intentionally avoids traditional promotional approach. It believes that its brand is promoted through excellent in-store service, quality of the product, premium price and unique customer experiences. Such a strategy has definitely provided sustainable competitive advantages to the company.
As far as customer response is concerned, Starbucks is very quick to respond to all their customer queries. Starbucks is committed to provide a unique experience to all its customers. It has all the required resources in order to support and sustain all its rapid response activities.
Starbucks is one of the most successfully marketed brands in the world. The company has 16,706 stores (including both company operated and licensed) throughout the world. The company’s long term objective is to have 15,000 U.S. stores and 30,000 stores in the entire world (Horovitz, Starbucks aims beyond lattes to extend brand). Starbucks’s mission says that it is working for inspiring and nurturing human spirit – “one person, one cup and one neighbourhood at a time.”
Generally strategic planners of any organisation develop the long term objectives in seven major areas which are profitability, competitive position, productivity, employee development, technological leadership, employee relations and public responsibility. Moreover quality of any long term objective can be evaluated on the basis of five factors namely flexible,