It’s all about Starbucks

IT’S ALL ABOUT STARBUCKS

- Vijayalaxmi Jena

CONTENTS

Introduction

Mission strategy

Product range- line & mix

Marketing mix

Business expansion & brand management

SWOT analysis

Marketing strategy

Business model

Competitors

INTRODUCTIONStarbucks corporation is an American coffee company and coffeehouse chain.

Founded in Seattle, Washington -1971

By Jerry Baldwin, Gordon Bowker, Zev Siegh.

President and CEO- Howard Schultz

Today it operates in 23,768 locations worldwide across 62 countries.

Places high value on ethical behaviour and company-wide diversity.

Offers espresso menu items, refreshments and pastries, merchandise, brewing accessories, gifts and books.

MARKETING MIX

PRODUCT

The component of the marketing mix focuses on what the business offers to customers:

1. Coffee

2. Tea

3. Pastries

4. Frappuccino beverages

5. Smoothies

6. Merchandise (mugs, instant coffee, etc.)

PLACE

This component of marketing mix determines the venues at which customers can access the products.

1. Cafes

2. Online stores

3. Starbucks App

4. Retailers

PROMOTION

This component of the marketing mix refers to the communication strategies used to disseminate information about the firm and its products.

Starbucks’ promotional mix is as follows:

1. Advertising

2. Public relations

3. Sales promotions

PRICING STRATEGY

•Premium pricing strategy

•The pricing strategy takes advantage of behavioral tendency of people to purchase more expensive products on basis of (high price-high value)

•The company’s products are more expensive than the competing products like McDonald's Premium Roast.

•Through this pricing strategy, the company maintains its high-end specialty image.

MARKETING

STRATEGY

Brand

Marketing

Perfect cup

of Coffee

Third Place

Customer

Satisfaction

Creating A

Community

Smart

Partnerships

Innovati

on

COMPETITORS

McDonalds Dunkin Donuts

Second CupNew World

Coffee

Caribou Coffee