In response to the current challenges, the company has introduced new strategy, which could improve its marketing performance. In this regard, Starbucks attempted to develop the customer-centered approach and to increase the customer satisfaction. Business and industry profile In actuality, the coffee industry is facing the problem of the growing competition from the part of fast food restaurants.
In such a situation, Starbucks, being one of the leaders in the industry, attempts to improve its position to maintain the competition. At this point, it is worth mentioning the fact that the company has a long history and extensive experience. Therefore, the company can use its experience and customer loyalty to maintain its position in the market.
In fact, many customers have the habit to attend Starbucks. Therefore, the company can count on its loyal customers. On the other hand, the company can develop its business successfully using the full potential of its customer loyalty. Business strategy The business strategy used by the company focuses on the improvement of the company-customer relationships. In this regard, the company uses the customer-centered approach as its key business strategy.
The customer-centered approach allows the company to maintain its current position of the company in the market. In actuality, the business strategy of Starbucks focuses on the improvement of its competitive position in the market.
In fact, the company attempts to expand its market share and attract more customers through the development of new business strategy. Company products and services The company keeps using the same products and services. In such a way, the company offers customers products and services of the high quality. As a result, the company keeps developing its business and offers customers traditional products and services.
Customers appreciate products offered by Starbucks and enjoy consuming them. The maintenance of traditional products allows the company to maintain interest of customers and turn them from fast food restaurants.
Marketing strategy The marketing strategy of Starbucks focuses on the expansion of its market share and attraction of new customers. At the same time, through the development of the high quality of its products and services the company can develop the customer loyalty. In such a way, the company uses traditional marketing strategy along with the improvement of the quality of its products and services to increase the customer satisfaction and loyalty.
Location and layout In actuality, Starbucks operates in the US mainly but the company attempts to expand its market internationally. In this regard, Starbucks opens new coffee restaurants in the US and attempts to enter new markets. However, today, the main market of the company is still the US and, in the nearest future, this market will be number one for Starbucks.
On the other hand, the strengthening of the position of Starbucks in new markets will allow the company to secure its position in the market. Competitor analysis Today, Starbucks holds the leading position in the market, although the competition grows stronger not only in the coffee industry but also Starbucks faces the growing competition from the part of fast food restaurants because fast food restaurants become more and more popular, whereas Starbucks has to maintain its competitive position in the market.
This provides the consumer an image of the taste of each different flavour of the coffee. The customer service delivered by Starbucks is outstanding. The barista of Starbucks address their consumers warmly by name is one of the customer service delivered. Besides, customers are greeted with a friendly spirit and genuine smile by the barista. Customers now will feel respected and appreciated which will lead to brand. Repeat sales will be generated.
This approach is effective for the reason that responses from the present customers are among the effective marketing communications Starbucks, Location According to Statista , the location of Starbucks also acts as a robust approach. The accessibility of the coffee is better now. Statistic indicates that the number of Starbucks outlets globally from to have increase from 19, to 21, stores shows that Starbucks has successfully turn into the main coffee corporation in the world.
The high accessibility leads to a higher demand. Consumers will be able to get the drinks from many places like colleges, drive-through stations and even shopping malls.
An invitation to a welcoming familiar place is formed when the interior design of each outlet is generally uniformed. It also shows the renowned attractiveness of the company. The aroma within the coffee bar stimulates the purchasing of coffee by the visitors. This will invite more future consumers since the potential customers visit the caf??
Sourcing Starbucks seized the opportunity of its brilliance in sourcing. In order to guarantee the quality of the beans, the firm links coffee bean planters and suppliers globally.
Starbucks is acting as the meeting point where they collect all flavour to fulfil the coffee fanatics. Starbucks also offers local planters resources to support in depressing manufacture costs and to increase coffee quality. The production of premium coffee will be greater than before Starbucks, Segmenting the market based on the income level is known as demographic segmentation.
Middle high income group of consumers are targeted by Starbucks to attain larger market share. Starbucks set a price for people with a higher level of income that will be able to pay for a higher price of coffee. Moreover, customers are segmented based on the age group by Starbucks. Students and working adults hold the largest market share in terms of Starbucks customers because it is the place for them to hang out either with colleagues or friends.
In addition, these group of people are willing to use the money to relish their life in a better atmosphere. Higher income college or university students are targeted by Starbucks to obtain a higher market share. College students will always hang out at Starbucks because of the suiting and comfortable environment that is suitable for studying, group discussion or even dating. Students who are capable to pay for Starbucks coffee everyday will have a superior image in term of individual status.
Another type of lifestyle that Starbucks targeted is on the working adults who love to hold corporate meeting with partners and clients. Corporate individuals have a tendency to have meeting with their clients in Starbucks because of the status and image of portrayed by Starbucks which is a high class trademark in the business.
Thus, everyone including the non-coffee drinkers will be able to enjoy Starbucks coffee shop Natmar, Question 4 The lifestyle of people have changed due to the growth of the Starbucks brand. Starbucks introduced this new trend to those people who previously never a big fan of luxury coffee. Most people would just go for a local coffee shop or just brew their own coffee. A daily routine has been developed for the coffee fanatic to purchase a cup of coffee to start off their day.
Drive-through stores which enable consumers to buy without getting down the car were introduced by Starbucks. Customers who are working are rushing for time, drive-through will help these people to save time looking for parking and queuing at the counter.
The advancement of technology triggered the users of smart phone to increase. Starbucks apps for mobile was introduced by Starbucks where consumers can now make payment for order, win and check for incentive, informed at whatever time when there is promotion and to detect the closest store. The Starbucks card can top up by customers and can be used during their purchase without the need to carry cash. The app has health informations of the products. Instagram and We chat are social network sites that have a significant role in altering the buying process.
The new promotions and offers will be post on these sites which will notify the customers. Customers will have make a different decision once the reviews are read. Essay UK - http: If this essay isn't quite what you're looking for, why not order your own custom Marketing essay, dissertation or piece of coursework that answers your exact question?
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Starbucks is one of the most successful companies operating in the US. However, today, the company faces certain problems in the course of the development of.
The History And Introduction To Starbucks Coffee Marketing Essay. Print Reference this. Published: 23rd March, Disclaimer: This essay has been submitted by a student. This is not an example of the work written by our professional essay writers. You can view samples of our professional work here. Company Starbucks essay. Starbucks is a global coffeehouse chain and coffee company which is headquartered in Seattle. The company started as coffee retailer and roaster, and then added coffeehouses to its services.
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