Starbucks Case Study

Starbucks Corporation Marketing\nHeadquartered in Seattle Washington, Starbucks Corporation is a aid burnt umber retailer go a wide pick of hot and cold beverages, bright food, gift ice cream, merchandise, and entertainment. Starbucks receptive its first location in 1971 at Seattles superhighway Place Market. Although Starbucks closed well-nigh 600 underperforming workshops this year, it still operates more than 16,000 stores widely distri only ifed with over 11,000 stores in the coupled States. (Herman, 2008). Each store varies its crossroad mix depending upon the size of the store and its location. Larger stores carry a broad selection magical spell sm alto meetherer stores offer a more limited selection.\nThe produce strategy of Starbucks can be summarized by the companys vision statement. As stated on its website, the companys vision is to establish Starbucks as the most recognized and well-thought-of brand in the piece and to be the premier purveyor of the finest coffee bean in the beingness (Starbucks, n.d., p. 1). Starbucks has good global brand erudition which is built on a solid reputation for premium products. The company is well cognise with consumers for making high tint beverages, food and associated goods. Starbucks takes pride as being recognized and reckon as the top coffee store in the world (Allison, 2007, p. 2). The atmosphere of its stores is what keeps customers coming back. The stores argon designed where customers can bulge in and out cursorily or stay and go for a go at it the camaraderie. Starbucks does not mass advertise. well-nigh of their marketing is done by word of mouth, and in livelihood local events within the communities where their stores be located. As Howard Schultz, the CEO of Starbucks states:\nAt Starbucks, we have integrated ourselves in a way that is precise different than selling a cup of coffee. We have an stimulated relationship with our customers. Its not one thing, but a lot of thing s. Its not good enough to have a good ad, but everything you do helps complete the stripethe packaging, the community involvement, the service all help build that ablaze connection. (Lewis, 2008, p. 3)\nStarbucks has created very loyal customers who cover up to return to Starbucks. These customers are unbidden to pay four dollars for a cup of coffee. The average Starbucks customers are middle to upper class, operative adults. Also, there are a lot of...If you want to get a full essay, rank it on our website:

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