The Most Important Starbucks Marketing Strategy - 951 Words

The most important Starbucks’ marketing strategy is culture and experience strategy, supplying unique experience and sharing coffee culture. Starbucks thought 90% of feelings to coffee came from smell while 10% are from taste. So, Starbucks focused on aroma of its coffee shop, making sure that costumers would be attracted by coffee aroma once they came in any shops. That’s why no smoking there and no perfume to Starbucks employees. In this case, desire for coffee would be conditioned response from aroma and be core of customers’ loyalty. All Starbucks coffee branches are elegantly designed, tastefully furnished, and offering classical music and fashion magazines, which differentiated Starbucks from its competitors, strongly attracting young generations of China who viewed western coffee culture as a symbol of modern life style. On the surface of it, Starbucks just changes its interior decoration, but the truth is it has already changed all concept and meanings of coffee, redesigning coffee from traditional consumption goods into new modern fashionable life style. Many people in China going to Starbucks are not aim to get Frappuccino, but to experience the atmosphere and culture, and to find their identity of new elite class. That’s why Starbucks became a high-end brand in China. In China market, Starbucks claimed that it was â€Å"the third place† for middle class. The prices of coffee in Starbucks are almost two or three times higher than that of tea beverages coffee from otherShow MoreRelatedStarbucks Marketing Mix1503 Words   |  7 PagesStarbucks Marketing Mix ï ¿ ½ PAGE * MERGEFORMAT ï ¿ ½2ï ¿ ½ Starbucks Marketing Mix Successful organizations understand the importance of a strong marketing strategy to satisfy customers and sustain growth. Making the right decisions depends on several variables. The purpose of this paper is to describe the four elements of marketing mix and share how Starbucks has implemented an effective and powerful marketing strategy to become the worlds largest coffeehouse chain. MARKETING MIX DEFINED A marketingRead MoreTarget Market Segments1229 Words   |  5 Pagesdifferent market segmentations that Starbucks coffee has targeted to establish its brand equity in the industry. First of all, Starbucks coffee’s demographic segmentation targets men and women in between the age of 25 to 40 years old. (Huff Post, 2013) However, later on the company decided to modify its segmentation to also target students. Starbucks coffee’s geographic segmentation is to target individuals that either goes to the mall, hotel, restaurant and college. 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A company may have a great product, but if it fails to identify a specific market, or to use a proper marketing plan, it will not be able to successfully reach theRead MoreMarketing Companies Must Identify, Anticipate, and Satisfy Consumers with Product, Placement, Promotion, and Price854 Words   |  4 PagesIn the marketing world, before releasing a product onto the market a company would carry out research in all spectrums to investigate the targeted audience. Once market research is completed, marketing or advertising is carried out so that the targeted consumers can purchase and th e company receives an earned profit from sales. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing, 2009). MarketingRead MoreStarbucks Marketing Mix1470 Words   |  6 PagesThe use of marketing mix in organizations has helped businesses in targeting their market. Marketing mix has a controllable variable used by different companies in satisfying the targeted groups. The mix plays a very significant part in terms of marketing; its purpose is to use tools that are combined together to satisfy the need of the customers as well as obtaining the goals of the selected organization. It is therefore a requirement for every company to carefully address the marketing mix that isRead MoreStarbucks Case Study Analysis1304 Words   |  6 PagesAnalysis: Starbucks: Delivering Customer Service Anitra Joiner Marketing 300C.1 Dr. Laura Pogue May 29, 2011 Specialty-coffeehouse culture is well interwoven into the fabric of American society at this point and we can thank Starbucks for ushering in the phenomenon. Back when three coffee connoisseurs assembled to open the first Starbucks store in Seattle, I’m sure they could not imagine its behemoth future. With the vision of Howard Schultz, Starbucks has grown to become one of the most internationallyRead MoreStarbucks Case Study1429 Words   |  6 PagesIntroduction This is a proposal based on the case study â€Å"Starbucks – going global fast† (Cateora and Graham, 2007), further research has been undertaken and analysis and recommendation will be based on these sources of information. Critique and analysis Being a multinational company expanding at a speed that leads thoughts towards badly imaged global corporation like McDonalds are these days not considered a strength. McDonalds might have conquered the world and made profit of people’s badRead More Starbucks Marketing Essay1582 Words   |  7 Pages Starbucks opened in Seattle’s Pike Place Market in 1971 with hopes of creating a third place between home and work. Starbucks was created to produce premium coffee, while adhering to various core principles during economic growth. The company has realized that people don’t only come for coffee; they come for the atmosphere, (Kembell). Customers are able to socialize, read, study or enjoy music while drinking coffee. Starbucks strategically positions each store with hopes of matchingRead MoreStarbucks - Entry Modes Of Starbucks970 Words   |  4 Pages1. INTRODUCTION Starbucks, today’s global coffeehouse, has one of the best coffee chains and providers in the world. It was started in 1971 by 3 friends (Jerry, Zev and Gordon), they were passionate about the idea of selling fresh coffee beans. Things started to change when Schultz wanted to develop this business into coffee serving with friendly sitting environment. The idea of serving coffee along with sitting culture made a hit and started its own development in fast-paced way. According to the