STARBUCKS -LEADING THE WAY

Starbucks -Leading the Way

Starbucks -Leading the Way

Introduction

Company Overview - Starbucks Cooperation

Starbucks Corporation is a company that deals in coffee retail with an approximate 16,850 coffee shops spread in 40 countries. Its stores specialize in offering drinks, food coffee and tea as well as roasted beans. In the US, the company runs shops that are owned while other shops are spread in airports and shopping centers owned as franchises constituting 8,000 of their units. The mission statement entails a goal to become the best coffee stores in the world through observation of various guidelines including appreciating diversity, social responsibility and suitable work environment. The company is also geared towards customer satisfaction profitability and excellence in service and product delivery (Starbucks, 2007).

The Marketing Plan for Starbucks Corporation

We are focusing on to introduce a three year marketing plan for the Starbucks Corporation. There are various factors needs to be taken under consideration.

Marketing plan for Product Line Extension of Starbucks Corporation

As the biggest challenge today is the relatively small size of the cafe market and new coffee retailers will only grow the market. Therefore the taking it as their main focus the company needs to introduce a situation analysis report of product line extension of new drinks.

For the marketing purposes it is important to relate it with theoretical approach (Powers, 2003, pp. 15).

An important retailer of fair trade coffee is Starbucks, the Seattle-based coffee shop chain that in 2010 boasts over 15,000 stores in 50 countries and has capitalized on the interest in specialty coffees to define a new consuming urban lifestyle at the turn of the twenty-first century. Starbucks sells a variety of coffees with multiple options in size, preparation (iced, espresso, macchiato, decaf, etc.), and accompaniment of pastries and sandwiches, at a good price/value. The lounge setting, sometimes featuring couches and sofas, designs Starbucks coffee shops into mass-produced replicas of the eighteenth-century European coffeehouses and their comfortable atmosphere for conversation and reading.

Role of Marketing within Starbucks

At the same time, the importation of Italian coffee culture, the freedom for customers to hang out in the premises for as long as they want, and even the very ubiquity of Starbucks makes it a close response to the idealized notion of an Italian bar, the community pub that local people visit informally to reinforce existing relationships and create new ones. In fact, it has been theorized that the popularity of Starbucks has resulted from its ability to supply, along with coffee, a “third space” between the isolation of the suburban home and a workplace that no longer provides the security and predictable socialization of the past. This third space, made safe by the brand-name assurance mainstream America seeks for and projected into the global network by the free Wi-Fi Internet connection that allows customers to continue to work and shop, incorporates the coffeehouse cultures pre-Starbucks and effectively readapts them to the present social environment.

Marketing Campaign Theory

Marketing is the set of actions to market products, goods or ...