Starbucks Case Assignment

Powerful Essays
Topics: Coffee, Starbucks
Starbucks Case Assignment

starbucks Corp., an international coffee and coffeehouse chain based in Seattle, Washington, has expanded rapidly since its opening in 1971. These outrageous success was due to its well-developed strategy vision which lay out the company's strategic course in developing and strengthening its business. Starbucks is a global corporation that sells authentic coffee in 30 countries, reporting revenues of nearly $5.1 billion in 2006. The main goal of Starbucks is to embrace diversity by applying the highest standards of excellence. Starbucks strives to perfect the relationship with the working class by making the service as fast as possible because they believe that every customer has their own personal rate. One of the main reasons Starbucks is so successful in this flattening global economy is because they focus on quality and experience rather than the price. Starbucks image is one of the key elements to their success. By focusing on plenty of comfortable seating, customer feel welcome to stay longer than planned. Starbucks hopes to create a "third place" between home and work for their customers. The key marketing strategy Starbucks chose was promoting its product through environmental friendly campaign. The Porter's competitive strategies that Starbucks used include the board differentiation strategy where they strive to build customer loyalty by differentiating one's product offerings from rivals' products. Also, the focus strategy based on differentiation by offering niche members a product or service customized to their needs. Following these differentiation strategies, Starbucks seeks to offer unique products that are widely valued by customers.

Howard Schultz wasn't the first person to be carried away by the aroma of a well-roasted coffee bean. But he was undoubtly the first to turn that reverie into a billion dollar retail operation. with Schultz's dedication and determination, Starbucks experienced astronomical expansion

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