M512 MARKETING STRATEGY Starbucks: Delivering Customer Service Alkis Marangos I have neither given nor received unauthorized aid on this assignment 1. What factors accounted for the success of Starbucks in the early 1990’s? What was so compelling about the Starbucks value proposition? The success of Starbucks in the early 1990’s can be attributed to Howard Schultz’s vision of the Starbucks brand. Schultz inspired of a company which would make the customer
Words: 4635 - Pages: 19
Company chosen: Starbucks [pic] 1. Brief introduction to the company and its supply chain. Company Profile In 1971, a humble coffee house was opened in Seattle by three person- Jerry Baldwin (English teacher), Zev Siegel (History teacher) and Gordon Bowker (writer). The coffee house was named “Starbucks Coffee, Tea, and Spice”, inspired by the Melville’s Classic Novel “Moby Dick”. The original logo of Starbucks was a two-tailed mermaid circled by the name “Starbucks Coffee Tea
Words: 3613 - Pages: 15
economic conditions that contribute to improve profitability, business growth and market size. Starbucks strategy is also expanding market in globally to provide high quality coffee in convenient and visibility locations. They are continuing to innovate and extend the business with imaginative new ready-to-drink beverages and expanded packaged coffee offerings (Starbucks Financial release, 2007). Starbucks Corporation has established by purchasing high quality coffee beans and sells the customers along
Words: 3030 - Pages: 13
is Canada's largest specialty coffee franchisor, operating more than 350 cafés across the country. As a proudly Canadian company, Second Cup celebrates its franchise's local ownership, and prioritizes the support of local businesses through daily deliveries from neighbourhood partners. Committed to caring for every guest, all 5,000 associates of Second Cup are Trusted Coffee Experts who sell 1,000,000 coffee and tea beverages every week1.” I have worked for second cup since March 2012 until August
Words: 1060 - Pages: 5
loyalty Differentiation * | Premiumisation of products/services to differentiate & charge higher prices - Increasing spend per visit by consumer-driven N.P.D | Focus | A niche market strategy is not suitable; focus is on mass market & intense penetration with diversification of products/services | Cost Leadership | Low prices is not congruent to the Brand Values of Starbuck’s - Premium price for high quality products & customer service/experience | Fig 3. Porter’s 5 Forces - Market
Words: 5042 - Pages: 21
. Executive Summary Starbucks is undoubtedly one of the most – if not the single most – successful coffee chains of the last few decades. This assessment seeks to explore the Starbucks brandscape through an external analysis of the economic, competitive, social, demographic and legal and regulatory factors of the coffee market. Application of the Marketing Mix, a detailed consumer analysis, as well as an examination of future implications for the brand will also be addressed. In a market of 1
Words: 2660 - Pages: 11
Draft #1 Section I Starbucks In 1971, three friends with a passion for coffee opened a gourmet shop ? Starbucks was born. The coffee shop's name comes from Herman Melville's 19th century novel about the whaling industry, Moby Dick. The seafaring name seemed appropriate for the small shop, which imports the finest coffee. The cold weather and thirsty Seattle community seemed to be a perfect match for this endeavor. Starbucks caught on and, in less than a decade, became Washington's largest
Words: 2805 - Pages: 12
cheeseburgers, chicken, french fries, breakfast items, soft drinks, milkshakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit. Since 2008 – 2012 the growth stage service life cycle 69.95% for the past 5 yrs and is still growing. Worldwide ratio is 3:54 restaurants globally Average 12% growth for the last 5 yrs Strategic – SLC McD is in Growth as we can have more new outlets, Exceeds USD$24 billion in revenue
Words: 1943 - Pages: 8
Executive Summary Starbucks is the leading retailer and roaster for brand specialty coffee in the world. It has over 7,500 stores located worldwide. As Starbucks continues to expand, it will encounter all sorts of new product markets, with new and demanding customers for unique and appealing products. Starbucks has begun by introducing an extension of the Frappuccino line targeted to the non-coffee drinker. Entering this new market, Starbucks faces many challenges from having to compete to
Words: 3249 - Pages: 13
bo wang Chapters 4 & 5 Assignment Due September 18 via Dropbox @ 6:59 pm Please answer the following questions. 1. Baby boomers in America are aging. Describe how this might affect the marketing mix for the following. (it is estimated that over 45% of the US population will be over 65 in 2030). Be sure you cover the WHOLE marketing mix – product, price, distribution and promotion for each. (12 pts) * Bally’s Health Clubs * McDonald’s * Whirlpool Corporation
Words: 1588 - Pages: 7
