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 “We aren’t in the coffee business, serving people. We are in the people business, serving coffee”--- Howard Schultz (Serwer, 2004) Starbucks claimed their leadership by focusing on a strategy of new products, a stronger connection with customers as the Third Place and expanding store locations in the United States and abroad (refer case study). They never compromised on their quality and service standards and maintained their customer relationships with utmost care. This report analysed the target markets and positioning strategy of Starbucks while it was launched. Also, it shows how the marketing mix variables (product, price, distribution and promotion) along with services supported their positioning. Today, Starbucks is in cities all over America and in 48 other countries. The level of success achieved by Starbucks holds some important lessons and some much needed inspiration to the business world

Conclusions & Recommendations Starbucks coffee is a premium coffeehouse that focuses on quality in the way that it position itself. More advertising Update packaging Stronger branding needed Create distinctive product benefit Or expand brand extension line / Go into multi branding

Starbucks specializes in coffee and related beverages. The company sells coffee, Italian-style espresso beverages, cold blended beverages, as well as a selection of premium teas. In addition, the firm also sells coffee-related accessories and equipment. * Tazo Tea is the Starbucks brand. There’s many, many different flavours and you can get them as iced teas, lemonades, lattes, hot or cold. * Some of their most popular teas fall into the Chai tea category. It’s a spicy black tea with cardamom, cinnamon, black pepper and star anise. * An espresso is a strong, black coffee that is brewed by forcing hot water through coffee grounds. It’s more concentrated, has more caffeine than regular * A Starbucks Latte is Espresso with steamed milk and foam....
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