Starbucks Case Study

Topics: Coffee, Starbucks, Coffeehouse Pages: 3 (908 words) Published: February 27, 2011
Starbucks Case Study
Starbucks Corporation is an international coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. Starbucks’ Italian style coffee, espresso beverages, teas, pastries and confections had made Starbucks one of the greatest retailing stories of recent history and world’s biggest specialty coffee chain. Starbuck’s vision statement is to establish Starbucks as the most recognized and respected brand in the world and become a national company with values and guiding principles that employees could be proud of. The vision statement clearly describes the dream or the future of the company that is to be the world’s most well known coffeehouse and also to be the most appreciated and positively graded brand by all levels of people around the world. The company also focuses its vision to employee satisfactions, so that the employees will be happy. Marketing Strategy

When marketing their product, Starbucks Corporation has implemented product differentiation. They offer several drink options and different blends, and flavors of coffee and tea. Also, they have expanded into selling food, coffee machines, mugs, and other merchandise. Starbucks bases their marketing strategy around six guiding principles: Provide a great work environment and treat each other with respect and dignity. Embrace diversity as an essential component in the way we do business. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. Develop enthusiastically satisfied customers all of the time. Contribute positively to our community and our environment.

Recognize that...
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