STARBUCKS CORPORATION

Starbucks Corporation

Starbucks Corporation

Introduction

Starbucks Corporation is the ranked number one in the coffee retailer. Starbucks own about 9000 coffee shops in different countries. Starbucks president and CEO Mr. Howard Shultz, follow a philosophy that a company should value its employees so that employees will value its customer. Although the first Starbucks opened in 1971 it wasn't until the 1990s that the company became the iconic coffee symbol of America. Starbucks' popularity exploded alongside a changing generation of young Americans who were on the move and connected to the world-wide-web, while yearning for bigger and better, no matter the cost. This generation quickly became known as the “Starbucks Generation” and now, a decade later; it's spilling over into a thriving market such as China. Starbucks entered China in 1999 and has now made it their number one target for growth.

The future of Starbucks is heading towards expansion in the rest of the world. One possible way of expansion can be establishment of co-ops restaurants. The original idea of creating the Starbucks coffeehouse giant came from three men from Seattle in 1971 (Adamy 2006, p.21).

Discussion

Marketing Elements

In the fierce environment of today's world, effective marketing elements can craft a path for the success of nay brand. Thus, in the context of this paper we intend to shed light on the notions of effective Marketing elements for Starbucks.

Price

Pricing decision has the principal importance in the marketing strategy for both the consumer and for services. At the heart of the marketing strategy related to the sawbucks the pricing is the most variable and important in decision-making (Horvitz 2006, p.32). As with the other elements of the marketing mix, the price of a product at star bucks tends to be related to the achievement of organizational goals and marketing. In the marketing mix, price is the very flexible element to change.

Promotion

In the context of the Starbucks the promotion in services can be performed through four traditional forms of power which influence sales and products these forms are mentioned below:

Advertising defined as any paid form of no personal presentation and promotion of services through an organization or individual.

Personal Selling: defined as the personal presentation of services in a conversation with one or more prospective purchasers for the purpose of making sales.

Public Relations (Publicity): defined as nonperson stimulation of demand for consuming news service commercially important about it, in any form or obtaining favourable presentation in a way not paid by the sponsor of the service.

Promotion of sales, marketing activities other than advertising, personal selling and public relations to stimulate customer purchases and the use and improvement of effectiveness of the dealer

Place

The place in the context of the star bucks tends to inculcate the direct selling, as it is the most frequent way and the channel tends to be short. Direct selling is certainly common in some service markets, but multiple service channels contain one or more intermediaries. It would be incorrect to say that marketing is the only method of distribution services ...