Starbucks Czech Republic

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InternationalMarketing Strategy|
Starbucks Czech Republic|
|

Outline
1. About the Company
a) Establishment
b) Assortment
c) Starbucks is not a franchise
2. Starbucks Marketing Strategy
a) Environmental campaigns
b) Advertisement
c) Targeted audience
3. Starbucks Internationally
a) International Marketing Strategy
b) Distribution
4. Adaptation to the Czech Market
a) Locations
b) Marketing Strategy Adapted
c) Competition
5. Expansion in the Czech Market
a) Smaller Cities
b) Distribution ideas
(1) Drives-in
(2) Partnerships
6. Loyalty Program

About the Company
Starbucks Coffee Company was founded in 1971, opening its first store in Seattle’s Pike Place Market. Starbucks, named after the first mate in Herman Melville’s Moby Dick, is the world’s leading retailer, roaster and brand of specialty coffee with millions of customer visits per week at stores in North America, Europe, Middle East, Latin America and the Pacific Rim. Starbucks offers a large selection of coffees from around the world. Its coffee buyers personally travel to the coffee growing regions of Latin America, Africa/Arabia and Asia/Pacific to select the highest-quality Arabica beans. Starbucks offers not only coffee but also teas, Ethos™ water, pastries and in some markets, a selection of sandwiches and salads. Starbucks merchandise includes exclusive espresso machines and coffee brewers, unique confections and other coffee- and tea-related items. “We realize our people are the cornerstone of our success, and we know that their ideas, commitment and connection to our customers are truly the essential elements in the Starbucks Experience” says Schultz. Starbucks Entertainment chooses the best music, movies and books in order to ensure the best Starbucks experience. Starbucks is not a franchise; it is either a store driven directly by the company or cooperation with other firm which is licensed to run Starbucks in a specific area. Through licensing other firms Starbucks is run in campuses, hotels, supermarkets and navy bases throughout the world. Each store partner participates in an extensive training program that facilitates strong coffee knowledge, product expertise and a commitment to customer service (About Us). Marketing Strategy

Starbucks is the leading retailer, roaster and brand of specialty coffee in the world. Starbucks is an excellent example of a company that has successfully implemented a differentiation focus strategy adapted to providing a high quality, focused product for the customers. One of the main reasons Starbucks is so successful is because they focus on quality and experience rather than the price. Starbucks have the same basic marketing strategy all over the world, but to a certain level it is adapted to the local needs and culture. Another key marketing strategy Starbucks chose was promoting its product through environmentally friendly campaigns. Starbucks makes clear in the mission statement that sociological forces are important through the improvement of environmental issues present in today’s society. Starbucks also plans to reduce energy usage, by doing store audits to become as efficient as possible. These sociological efforts are being taught to employees globally to help make a positive contribution to the environment (Community Service). As Starbucks is a leader in the coffee industry, it does not promote the company as aggressively as other competitors. For instance, we can hardly see Starbucks advertising its products in the television, internet or radio. Also, it does not have any ads in magazines or newspapers. Instead of typical advertising methods, it concentrates on company´s image and reputation. It focuses on the attention to detail, customer experience, ethical decision-making and employee training. Consequently, Starbucks is promoted by customer’s themselves-so called word-of-mouth marketing. At the...
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