Marketing and Starbucks

Good Essays
BMR2024 – Understanding Consumer
(BM202)

Student ID | Student Name | | | | | | | | | | |

TABLE OF CONTENT

Executive Summary 2 Introduction to Product/Company 3 Part A: Discussion on Advisements Marketing Tools used to promote the Product 4-16 Part B: Discussion of Survey / Interview outcomes with users 17- 26
Recommendations to Company 27
Conclusion 30
References 8
Appendix 5

Executive Summary
Starbucks is a well-known and currently the largest coffee shop chain in the world. The company has achieved its long-term development since the establishment. The company has developed an extremely strong company culture. This culture emanates from the very top of the organization the company has a clear vision and this is communicated company wide. The company knows who its target markets are and how to treat them so to develop a high degree of brand loyalty.
The aim of this report is to analyze the Starbucks’ marketing strategy and the effect of promotional tools on their consumer purchase behavior. As Starbucks continues to expand, it will encounter all sorts of new product markets, with new and demanding customers for unique and appealing products. Starbucks is a very successful with drawing customers into the stores.
From being a small coffee bean roasting shop in Washington turning into a multinational organization, Starbucks focused on three main elements: retail expansion, product innovation and service

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