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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