Starbucks Marketing.

Good Essays
Topics: Coffee
Starbucks Turkey

1) Yes, Starbucks has done well in Turkey. Even though Turkey had a conservative social structure, opening 105 stores in five year (2003 – 2005) is a remarkable achievement. The common growth driver in terms of consumer characteristics was the fact that coffee was an embedded in Turkish culture. Coffeehouse was a place for people to socialize and discuss religion, philosophy, politics or personal matters. Driver in regards to market characteristic was the countries high rage of urbanization. According to the case, 75% - 80% of the population was living in the urban area. Coffee houses in the urban area were very popular. The entry strategies for Starbuck across USA and Turkey that might account for the there success was majorly the Starbucks experience. The experience consist of highest quality coffee from control over the quality and processing of the beans, outstanding people that were recruited and trained on knowledge of coffee along with costumer service and the design of the stores to create a cozy atmosphere with help of there sanctuary like ambience with its aroma, lighting, music and décor. This basically, attracted people to socialize at Starbucks coffeehouse.

2) The Core benefit from Starbucks Turkey is the different variety of the Coffee they serve. Actual benefits are the excellent customer service from high trained on the knowledge of coffee along with perfect cozy environment experience. Augmented benefit is the Turkish coffee that they offer in Turkey.

3) Starbucks uses hybrid-marketing strategy in Turkey. I can claim this confidentially because along with more that 30 varieties of drinks, including espresso based coffee drinks, teas, iced coffees, made from up to 15 types of coffee beans, food Items, and merchandise goods, they also offered Turkish Coffee on their menu in Turkey, which is part there heritage.

4) Market Penetration Strategy: To grow the current products in Turkey, Starbucks can

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