case study Starbucks
Table of Contents
Table of Contents 2
Starbucks and Marketing environment 4
Technological: 6
Environmental: 6
Legal: 7
Conclusion and Recommendation: 7
Starbucks and Market Segmentation 7
Age: 7
Gender: 7
Income: 8
Location: 8
Situation: 8
Season: 8
Conclusion and Recommendations: 8
Branding and Starbucks 9
Franchising: 9
Brand Association: 9
Sponsorship: 10
Celebrity Endorsement: 10
Exclusivity: 10
Conclusion and Recommendations: 10
Role of the brand and extended marketing mix 11
Product: 11
Price: 11
Place: 12
Promotion: 12
People: 12
Process: 12
Physical Evidence: 12
Conclusion and Recommendations: 13
References: 14
Bibliography: 17
Introduction
Starbucks was founded by three atypical businessmen, Gorden Bowker, Jerry Baldwin, and Zev Siegl in 1971 at Seattle’s Plike Place Market, Washington, United States of America. Starbucks’ mission is to “inspire and nurture the human spirit- one person, one cup and one neighbourhood at a time”. Starbucks operates about 17,000 stores in more than 50 countries in the world (www.starbucks.com/aboutus). Starbucks purchases and roasts high quality whole bean coffees from different coffee growing nations and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee related accessories, mugs, packaged goods, music, books and equipment through its company operated retail stores. Starbucks also offers premium innovative teas by its owned subsidiary, Tazo Tea Company. The Company’s objective is “to establish Starbucks as the most recognised and respected brand in the world” (Herbeck, D., 2010).
Starbucks and Marketing environment The main challenges in the marketing environment can be analysed through Political, Economical, Social, and Technological (PEST), PEST is an analysis framework of macro-environmental factors (Peng et al., 2007, p.230). Main challenges which are likely to impact on
Table of Contents 2
Starbucks and Marketing environment 4
Technological: 6
Environmental: 6
Legal: 7
Conclusion and Recommendation: 7
Starbucks and Market Segmentation 7
Age: 7
Gender: 7
Income: 8
Location: 8
Situation: 8
Season: 8
Conclusion and Recommendations: 8
Branding and Starbucks 9
Franchising: 9
Brand Association: 9
Sponsorship: 10
Celebrity Endorsement: 10
Exclusivity: 10
Conclusion and Recommendations: 10
Role of the brand and extended marketing mix 11
Product: 11
Price: 11
Place: 12
Promotion: 12
People: 12
Process: 12
Physical Evidence: 12
Conclusion and Recommendations: 13
References: 14
Bibliography: 17
Introduction
Starbucks was founded by three atypical businessmen, Gorden Bowker, Jerry Baldwin, and Zev Siegl in 1971 at Seattle’s Plike Place Market, Washington, United States of America. Starbucks’ mission is to “inspire and nurture the human spirit- one person, one cup and one neighbourhood at a time”. Starbucks operates about 17,000 stores in more than 50 countries in the world (www.starbucks.com/aboutus). Starbucks purchases and roasts high quality whole bean coffees from different coffee growing nations and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee related accessories, mugs, packaged goods, music, books and equipment through its company operated retail stores. Starbucks also offers premium innovative teas by its owned subsidiary, Tazo Tea Company. The Company’s objective is “to establish Starbucks as the most recognised and respected brand in the world” (Herbeck, D., 2010).
Starbucks and Marketing environment The main challenges in the marketing environment can be analysed through Political, Economical, Social, and Technological (PEST), PEST is an analysis framework of macro-environmental factors (Peng et al., 2007, p.230). Main challenges which are likely to impact on
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