Marketing Reasearch
Marketing Strategies
STARBUCKS MARKETING STRATEGY … MAKING SOCIAL MEDIA A DIFFERENCE MAKER
Social Media and Starbucks marketing? When choosing to learn from others social media strategies, it is always helpful to choose one of the top dogs in social media. Meet Starbucks. They have been successfully executing their social media marketing plan since the first days of social media and social commerce. For over 5 years, and their strategies have played a significant role in their growth. An introduction to Starbucks is unnecessary. With more than 18,000 retail locations in 60 countries, the coffeehouse is the picture of success. Starbucks rode the baby boomer trend in the 1990s, the swelling ranks of mid-age professionals that created the need for a “third place,” an “affordable luxury” where people could share and enjoy a cup of coffee with friends and colleagues, away from work and home. In our opinion, the company has inserted itself into the American urban landscape more quickly and craftily than any retail company in history. It has forever changed the way companies market themselves to customers. Here is how we feel they have been so successful: Market segmentation
The company has stayed with the upper-scale of the coffee market, competing on comfort rather than convenience, which are the case with its closest competitors, McDonald’s and Dunkin Donuts. Execution
The company continues to focus on its original product bundle that includes good coffee, quality service, and a nice environment to hang around. They keep their attention on paying attention to the details of great execution and service. Social Media
One of the earliest adopters of the use of social media for marketing and social commerce, Starbucks has certainly taken a leadership position. Their social media strategy is built around their company web site and 6 additional social platforms, including Twitter, Facebook, Pinterest, G+, Youtube, and My Starbucks
STARBUCKS MARKETING STRATEGY … MAKING SOCIAL MEDIA A DIFFERENCE MAKER
Social Media and Starbucks marketing? When choosing to learn from others social media strategies, it is always helpful to choose one of the top dogs in social media. Meet Starbucks. They have been successfully executing their social media marketing plan since the first days of social media and social commerce. For over 5 years, and their strategies have played a significant role in their growth. An introduction to Starbucks is unnecessary. With more than 18,000 retail locations in 60 countries, the coffeehouse is the picture of success. Starbucks rode the baby boomer trend in the 1990s, the swelling ranks of mid-age professionals that created the need for a “third place,” an “affordable luxury” where people could share and enjoy a cup of coffee with friends and colleagues, away from work and home. In our opinion, the company has inserted itself into the American urban landscape more quickly and craftily than any retail company in history. It has forever changed the way companies market themselves to customers. Here is how we feel they have been so successful: Market segmentation
The company has stayed with the upper-scale of the coffee market, competing on comfort rather than convenience, which are the case with its closest competitors, McDonald’s and Dunkin Donuts. Execution
The company continues to focus on its original product bundle that includes good coffee, quality service, and a nice environment to hang around. They keep their attention on paying attention to the details of great execution and service. Social Media
One of the earliest adopters of the use of social media for marketing and social commerce, Starbucks has certainly taken a leadership position. Their social media strategy is built around their company web site and 6 additional social platforms, including Twitter, Facebook, Pinterest, G+, Youtube, and My Starbucks