Liberty University

DigitalCommons@Liberty
University
Faculty Publications and Presentations

School of Business

2009

Marketing Strategy and Alliances Analysis of
Starbucks Corporation
Rebecca Lingley
Liberty University, rjlingley@liberty.edu

Follow this and additional works at: http://digitalcommons.liberty.edu/busi_fac_pubs
Part of the Business Commons
Recommended Citation
Lingley, Rebecca, "Marketing Strategy and Alliances Analysis of Starbucks Corporation" (2009). Faculty Publications and Presentations.
Paper 10. http://digitalcommons.liberty.edu/busi_fac_pubs/10 This Article is brought to you for free and open access by the School of Business at DigitalCommons@Liberty University. It has been accepted for inclusion in Faculty Publications and Presentations by an authorized administrator of DigitalCommons@Liberty University. For more information, please contact scholarlycommunication@liberty.edu.

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RUNNING HEAD: Lingley, R MGT7002-4

Marketing Strategy and Alliances Analysis of Starbucks Corporation
Rebecca J. Lingley Larson
NorthCentral University

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Abstract
The Starbucks Corporation significantly utilizes alliances to expand market reach, improve product image, and develop greater company profitability. Starbucks, due to their market position and attributes, applies a Differentiation Focus strategy as defined by Porter’s Generic Market Theory. A review of Starbucks Corporation’s marketing strategies and alliance strategies proves that the company is being highly successful within this market scope.

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Starbucks Marketing Strategy and Alliance Analysis Introduction
Introduction
The Starbucks Corporation is the global leader in specialty coffee consumption.
Arising almost overnight from a market in Seattle, Washington, the company today