Starbucks Case Study

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MARKETING MANAGEMENT
MID TERM EXAM
STARBUCKS CASE STUDY

PROF. DIANA DERVAL
October 21, 2010 Authored by: STUDENT

MARKETING MANAGEMENT
MID TERM EXAM
TABLE OF CONTENTS ......................................................... ERROR! BOOKMARK NOT DEFINED. EXECUTIVE SUMMARY ....................................................... ERROR! BOOKMARK NOT DEFINED. PERSONAS VISITING STARBUCK USA ................................................................................ 3

STARBUCKS

POSITIONING MAP ..................................................................................... 5 WHAT COULD MAKE PERSONAS SWITCH TO COMPETITORS .............................................. 6 WHY STARBUCK WENT TO CHINA & DIFFERENCE OF PERSONAS..……………………………..7 HOW THE STARBUCKS ADAPTED IN CHINA ...................................................................... 8 CONCLUSION .............................................................................................................. 8 REFERENCES ................................................................................................................ 9

MARKETING MANAGEMENT | 10/21/2010

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EXECUTIVE SUMMARY
In the past few decades, Starbucks Corporation has been the most successful coffee chain through its rapid expansion strategies of pushing out much of its competitors. Starbucks has been able to successfully create a meeting place where customers would socialize, read, enjoy music, spend time in leisure (between home and work) or browse the internet while enjoying premium coffee in a relaxing atmosphere. Founded in 1971 by three businessmen who were passionate about coffee and tea, Starbucks was created to produce premium coffee. During the first few years the company sold fresh roasted gourmet coffee beans and accessories for brewing coffee and roasting. This later transcended to the incorporation of coffee bars in the retail stores and further opening of multiple coffee shops. Through this paper, I will analyze Starbucks’ personas in the United States, their expectations, and why they visit Starbucks. I will further analyze the competitive advantage and future prospects of Starbucks.

MARKETING MANAGEMENT | 10/21/2010

Describe in detail three personas visiting Starbucks in the US. Why do they go to Starbucks? What are their expectations? (30 points) In general, Starbucks targets high income earners since it offers premium coffee in a luxurious setting and hence premium prices. These high income earners are a group of young college/university e ducated customers that tend towards higher luxury consumption levels. Another group is the tr uck drivers who will patronize Starbucks due to the ease of accessibility on the highways. Last but not least we shall expound on social groups like housewives who will tend to patronize Starbucks to meet colleagues and enjoy a chat while experiencing the pleasure of comfort and premium coffee. Young college/university educated group They can be referred to as young urban pro fessionals, who have just landed their first jobs and are eager to rise through the ranks in their careers. They have disposable income since they have minimal commitments. They usually work late or party too late that their wake up call in the morning is a stop at the nearest coffee shop for a dose of coffee. They will have business meeting with prospective client in areas where they can be comfortable with minimal hassle of booking meeting places. They are always doing research on work and some on further studies. All the above scenarios ar e accommodated at Starbucks since they offer coffee to go, comfortable meeting places, internet hot spots and are at near every corner of major business streets in the United States. Truck drivers MARKETING MANAGEMENT | 10/21/2010

These are customers who are always on the move. They need coffee to keep them awake as well as have a refreshing stop over to relax and tend to the exhaustion of being on the...
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