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Starbucks Marketing Strategy

1141 Words5 Pages

Abstract
This paper has been carried out to analyze the marketing strategy of the Starbucks Corporation. It begins by giving the reader a general image of the company and continues by tackling the strategy that it uses in order to deliver high customer value.
Starbucks has positioned itself in the mind of the consumer as being an environment friendly company who supports social causes and gets involved directly in the evolution of the society by taking a variety of measures discussed in four separate paragraphs. Furthermore, the association of the company with the music industry has proven to be a profitable one.
The next paragraphs tackle the importance of the employees for the Starbucks Corporation and the strategies that the CEO has adopted …show more content…

“Starbucks has always been about so much more than coffee.” (Shultz and Gordon, 2011, p.4). Starting from a small coffeehouse in Seattle’s Pike Place Market, it is now the global leader in specialty coffee consumption. Starbucks has about 182,000 employees across 19,767 company operated & licensed stores in 62 countries (Starbucks Corporation, 2013). Their product mix includes roasted and handcrafted high quality coffee with a premium price, tea, fresh juices, different types of cake and cookies and other beverages and food items.
(Larson, 2008, p.21) stated that “Looking at the characteristics of a company pursuing the generic strategy of focus,…, it would involve a combination of the characteristics of the differentiation strategy directed toward a specific consumer segment.” In the case of Starbucks, they targeted wealthy consumers who wouldn’t mind paying extra for …show more content…

Other examples of alliances are with the ice cream manufactures and hotel chains. Starbucks has formed an alliance with United Airlines, offering coffee in coffee cups which carried both the airline’s and Starbucks’ logo. (Theodore, 2002).
Starbucks has positioned itself as being socially responsible and compassionate by supporting numerous communities and organizing events for different social causes. It is involved in supporting the youth, the veterans and the farming communities.
For example, Starbucks along with the Schultz Family Foundation and YouthBuild USA are offering young people from disadvantaged background theoretical lessons and on-the-job training in cafes so that they can have a future in customer service. They engaged in similar trainings in Canada, United Kingdom and China. Also, to support the military transition, they offer job positions for veterans and their spouses (Starbucks, 2016).
To show their support for the farming communities, Starbucks invests in programs that are meant to improve the economy of the communities. Moreover, these programs help improve the farmers’ lives and ensure a long-term supply of high-quality coffee for the industry. (Starbucks,

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