Starbucks is a leader in the coffee industry and a mogul in the business world. Starbucks is now the largest chain in the world of coffee houses. They purchase and roast whole bean coffees to sell, along with handmade tea beverages, food items, and coffees that are sold inside their retail stores. “As of Oct 3 2010, Co. has 8,833 company-operated retail stores and 8,025 licensed stores worldwide (Starbucks)”. To maximize brand recognition and brand awareness to become the most respected and recognized in the coffee world, Starbucks implanted a marketing program that uses marketing mix to satisfy the wants and needs of its large target audience. Discused below is the breakdown of the marketing mix: product, place, price and promotion. Product
They sell everything from espressos, brewed coffees, iced drinks, smoothies, Panini’s, pastries, snack items, mugs, and even music. Starbucks sells over 30 types of eco-conscious frappe’s to whole bean coffees and iced drinks along with other brand stamped memorabilia. Not only do they offer coffee but now smoothies, wraps and pastries to better the customer experience and stay ahead of the competition. Starbuck’s has also introduced “Instant via Ready “and expanded their Tazo line with Tazo Tea Infusions and Full leaf Tazo Tea Lattes. The company claims that the instant coffee, Instant via Ready, is very distinguishable compared tot eh competition of instant coffees. “Full Leaf Tazo Tea Lattes and Tazo Tea Infusions are the company's new tea offerings through which it hopes to attract tea drinkers” (Edwards). Starbucks has recently introduced a line of home cappuccino and coffee makers for customers to use at home.
As of Oct 3 2010, Co. has 8,833 company-operated retail stores and 8,025 licensed stores worldwide (Starbucks)”. It seems Starbucks can be found on every conenr of a high traffic area. A majority of Starbucks can be found in other stores, such as large chains as Barnes and...