Starbucks Case Study

Starbucks Corporation Marketing\nHeadquartered in Seattle Washington, Starbucks Corporation is a agio cocoa retailer pass a wide infusion of hot and cold beverages, irreverent food, agiotage ice cream, merchandise, and entertainment. Starbucks opened its first location in 1971 at Seattles superhighway Place Market. Although Starbucks closed nigh 600 underperforming stores this year, it still operates more than 16,000 stores oecumenical with over 11,000 stores in the linked States. (Herman, 2008). Each store varies its crossing mix depending upon the size of the store and its location. Larger stores carry a broad selection piece sm eitherer stores offer a more limited selection.\nThe convergence strategy of Starbucks can be summarized by the companys vision statement. As verbalize on its website, the companys vision is to establish Starbucks as the most recognized and well-thought-of brand in the field and to be the premier purveyor of the finest coffee bean in the creation (Starbucks, n.d., p. 1). Starbucks has hygienic global brand knowledge which is built on a solid reputation for premium products. The company is well cognize with consumers for making high character reference beverages, food and associated goods. Starbucks takes pride as being recognized and regard as the top coffee store in the world (Allison, 2007, p. 2). The atmosphere of its stores is what keeps customers coming back. The stores atomic number 18 designed where customers can touch on in and out chop-chop or stay and fuck the camaraderie. Starbucks does non mass advertise. well-nigh of their marketing is done by word of mouth, and in financial support local events within the communities where their stores argon located. As Howard Schultz, the CEO of Starbucks states:\nAt Starbucks, we arrive at integrated ourselves in a way that is very(prenominal) different than selling a cup of coffee. We have an delirious relationship with our customers. Its not one thi ng, further a lot of things. Its not good enough to have a good ad, but everything you do helps complete the dress circlethe packaging, the community involvement, the service all help build that emotional connection. (Lewis, 2008, p. 3)\nStarbucks has created very loyal customers who dwell to return to Starbucks. These customers are automatic to pay four dollars for a cup of coffee. The average Starbucks customers are middle to upper class, working(a) adults. Also, there are a lot of...If you want to contribute a full essay, direct it on our website:

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