Starbucks Executive Summary

Product: Starbucks mainly specialized in coffees and but also sells other beverages such as premium quality teas, ice-blended beverages, pastries and some of their merchandise like for instant tumbler and mugs. They still continued to innovate more of their products to cater to attract more people to buy their product. For example, in 1994, Starbucks starting selling Frappuccino at their store.

Price: Starbucks announced in 22nd September 2010 that there will be an increase of prices for their beverages due to the increasing prices of raw materials such as coffee beans. They tried to maintain the prices to make it affordable to everyone. Starbuck price their products based on the number of tea bags or how many coffee beans is needed to make

They tried to maintain the prices to make it affordable to everyone. Starbuck price their products based on the number of tea bags or how many coffee beans is needed to make a drink more than how much water is needed as water is fairly cheap. They uses premium pricing strategy. Customers paid a high price for premium coffee beans/tea bags. This does help in giving Starbucks a high-end speciality image.

Place: Starbucks can found at their cafes. In Singapore, their cafes usually located near shopping malls/MRT station so that customers can easily accessible to their cafes. Consumers able to choose which venue is the most convenience one for them. They can do this by using their app or online store to locate the nearest Starbucks Café.

Promotions. Starbucks uses advertising to promote their products. Usually Starbucks have their '1 for 1' special promotion once every 4 months or free drinks on festive season which is Christmas. They promote these promotions through emails, social media or print advertisement. In 2001, Starbucks introduces their 'Starbucks Card' so that customers could earn their rewards when they signed up the membership or get a free drink after every 15

Their logo (which is in white and green in colour and has a partially nude siren) had created a strong brand awareness. Their ambience: glass door, warm lighting, soothing music to create a 'relaxing experience', customers will be expecting to smell aroma from the grinding of the coffee beans, comfortable couches.

Their physical evidence is consistent throughout their stores.

Process: They created an online forum to collect feedbacks or suggestions from their customers. Operated through joint ventures and licensing agreements with business partners. They earned licensing operations to venture out their business globally. They also introduces their membership card whereby customers get rewards they earned from purchasing their product. They can track their rewards by using their app and to check personalized offers given to them. They also will get special treats from Starbucks on their birthday.

People: They labelled their staffs as 'partners' as everyone has the same common goals. Ensure their staff is happy so that they can bring joy towards their customers. They trained their staffs ranging from coffee making to communication skills to ensure they communicate with their customers well. Starbucks interacts with everyone by creating a friendly environment to make them feel