Caso de estudio: starbucks

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Starbucks: A Trend in Action A Case Study of the Starbucks Coffee Company

Presenters: Chris Abplanalp Keri Reilley Mark Bigler Owen Laracuente

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Table of Contents

CUSTOMER AND MARKETING STRATEGIES: TARGET MARKETS: CUSTOMER SERVICE: WORKS SITED

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2 Starbucks: A Trend in Action
Customer and Marketing Strategies: Starbucks is very successful with drawing customers into the stores; the marketing strategy is simple, offer high quality products and a great atmosphere, that will draw consumers in. The founders of Starbucks realized that the public would be willing to pay a premium price for a premium product. Starbucks is a customer friendly firm;this is where the top notch reputation came from. A reputation that Starbucks must flawlessly maintain, if this is not maintained Starbucks takes the risk of possibly loosing part of their overwhelming share of the market. Starbucks’ atmosphere and quality is the major marketing strategy that Starbucks employs. The ability of Starbucks to make the public feel as if they are right at home in theirown living room has been a huge success. This strategy is apparently working, there are very few television and radio advertisements for Starbucks coffee, it does well selling itself. Consumers feel right at home to be with friends, to socialize in a comfortable atmosphere, this is what brings back customers again and again. Starbucks has also done a very good job of branding and making mindspace. So when a consumer wants coffee or thinks about going out to a buy a cup of coffee, what is the first thing that probably comes to the consumer’s mind: Starbucks.

Target Markets: Starbucks is a large corporation; with a lot of offer a diverse group of people. They don’t only offer coffee like many people might think. Starbucks has an outstanding reputation; they don’t cater to one group overthe other. They like to say that they serve

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a very diverse group of people. Many of the large Starbucks are located in big cities, which would be a reason why the crowd is so diverse. Everyone knows the brand name Starbucks coffee has. Some people won’t drink anything but Starbucks coffee. This makes for brand loyalty, whichwould occur when you have the same people coming in all the time and buying your product. Since Starbucks franchises are so well known for the best coffee many people go there. Most Starbucks are located in big cities, shopping malls, or out in the open where there is a lot going on. Business people might go there before work to get coffee instead of making it at their home. They don’t just offercoffee; they also offer a social aspect. They have comfortable furniture, and up to date books and magazines. It could be a place for people to go and just hang out. It’s not only for business people, or even the working class. Students could go there for a place to go hang out or a quiet place to study. Everyone knows that coffee is an essential to a college student especially when they are studying.It could be the perfect atmosphere to get things done. Barne’s and Noble are also associated with Starbucks coffee now. They sell Starbucks coffee in their bookstores. There is a little place to sit and read while you drink your coffee. It is a good marketing strategy to keep people in the bookstore for a longer period of time. This might also be exposure to the Starbucks brand that people didn’tknow about before. Barne’s and Noble have their own crowd that come in and read every day and now they might also drink Starbucks coffee everyday. Also, some college campuses have Starbucks coffee. If the students drink it on campus they could start wanting to drink only Starbucks coffee, then the company starts to get more business.

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