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IT’S ALL ABOUT STARBUCKS - Vijayalaxmi Jena

It’s all about Starbucks

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Page 1: It’s all about Starbucks

IT’S ALL ABOUT STARBUCKS

- Vijayalaxmi Jena

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CONTENTS

Introduction

Mission strategy

Product range- line & mix

Marketing mix

Business expansion & brand management

SWOT analysis

Marketing strategy

Business model

Competitors

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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.

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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.)

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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

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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

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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.

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MARKETING

STRATEGY

Brand

Marketing

Perfect cup

of Coffee

Third Place

Customer

Satisfaction

Creating A

Community

Smart

Partnerships

Innovati

on

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COMPETITORS

McDonalds Dunkin Donuts

Second CupNew World

Coffee

Caribou Coffee

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