Submitted: Thursday, 2nd February 2012
• Velisya (551496)
• Aktalisa Tifany (548994)
• Steffany Ciputri (551288)
• Gabriela Tiffany (546561)
This essay discuss about how Starbucks utilizes its marketing mix in order to gain market share. Starbucks, which has been in the coffeehouse industry for 41 years, face higher competition than before. Even so, Starbucks is able to not only survive through this, but they are able to be “one of the most valuable global brands” (Theodore 2002). In its maturity stage, they are capable of expanding their consumer base despite the fact of increasing competition.
Through the augmentation of their products they could gain consumer loyalty. Starbucks uses price-skimming strategy in which they set higher price compared to others to indicate higher quality. Thus, this shows that Starbucks utilizes its pricing as their signaling device. In addition, Starbucks does not frequently use traditional means of advertising. In fact, they do not spend a lot on advertising and only depend upon their customer through their word of mouth advertising. Starbucks distributes their product widely in places that enables consumers to easily reach them and for them to reach their customers. It uses vertical marketing system in which it distributes their product through direct and indirect channel. Therefore, by using their marketing mix efficiently, Starbucks is able to increase its consumer loyalty, brand equity and also the rate of adoption.
Table of Contents
Table of Contents3
The External Environment4
Customer Analysis & Evaluation5
Starbucks, which first originated from Seattle in 1971, is a company that specializes on its coffeehouses. Providing high quality coffee, good ambience and genuine service to their customers. Over time, Starbucks diversify its products into tea, ice creams, juices and savory delights. However, this essay will only focus on its coffee products.
Being the largest in the coffeehouse industry, Starbucks coffee receives massive competition from other producers. This essay will discuss how Starbucks uses its marketing mix to sell and compete against other competitors.
The External Environment
With its high level of competition, Starbucks needs to utilize its marketing mix in an even better way. Some of its direct competitors include Gloria Jeans, Hudson’s Coffee and Coffee Beans. Its indirect competitors being Redbull, Monster and Nescafe bottled coffee. Major competitors in the future could be Gloria Jean’s that is now expanding in the market.
Starbucks should take into account the replacement products that may threaten the future of their products. These include energy drinks such as Redbull and Monster. Since it is more widely distributed in convenient stores and has a longer shelf life, these products tend to attract more consumers from the younger generation. As Starbucks has good positioning in the market, it will be difficult for replacement products to take over its market share. Most coffee houses are not only about its coffee anymore, they are also widely known as places for people to socialize, and therefore the location of the Starbucks shops should be easily found and the place should be comfortable. Since it is dealing with food and beverages, it is important for Starbucks to ensure the quality and taste of its products. Once customers have positive experience with Starbucks, people may spread the positive feedback and promote to people around them, minimizing the need to use mass media promotion. In addition, due to high competition in the coffee house industry, Starbucks has to be cautious in setting its prices. If the...