Starbucks Marketing Strategy Essay

1165 Words3 Pages
bulb-icon

Recommended: Starbucks strategy TO ENTER NEW MARKET

History, Starbucks was chosen because it is an iconic figure in today’s society as well as a successful coffee conglomerate. Starbucks is becoming at the moment an international coffeehouse sensation. Three friends founded it in 1971 which includes Jerry, Zev and Gordon (Archer). These guys were zealous when it came to the notion of retailing what they considered to be the freshest coffee, coffee beans and other related products. Things began changing when these three friends wanted to develop this simple idea into a functional business (Archer). These guys turned a thought into the coffeehouse madness they are now with baristas serving their customers wearing friendly faces in a casual environment. The simple idea of serving coffee along …show more content…

The internal and external factors were examined for a better understanding of the factors which have an impact on Starbucks and their entry mode decision of taking on local Tata Distributors to help aid in the expansion into India. The marketing strategy of Starbucks in overseas market is the mixture of standardization and adaptation in foreign markets for easy expansion. Works Cited Archer, P. (n.d.). How Starbucks Made Coffee History . Retrieved 8 10, 2015, from www.ebitch.com: http://www.ebitch.com/coffee_giant/16859/ Aron O’Cass, Liem Ngo, The University of Newcastle. (n.d.). International Market Entry Mode Strategy: A Region-within-country Perspective. Retrieved 08 10, 2015, from www.anzmac.org: http://www.anzmac.org/conference_archive/2008/_Proceedings/PDF/S18_/Ocass%20%26%20Ngo%20S10%20JS%20P1%20.pdf Blake, L. J. (2014, 1 1). STARBUCKS AS LATEMOVER? THE STRATEGY BEHIND STARBUCKS’ ENTRY IN INDIA. Retrieved 8 10, 2015, from //.web.a.ebscohost.com: http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&sid=504e8688-b3ed-443f-98ef-c8afa53837e7%40sessionmgr4001&hid=4101 Grant, R. M. (2014). Contemporary Strategy Analysis, text and cases edition. In R. M. Grant, Contemporary Strategy Analysis, 8th edition (pp. 4-30). Chennai:

Show More
Related

  • Starbucks Business Communication Practices

    1843 Words  | 4 Pages

    Founded in 1971 at Seattle’s Pike Place Market, Starbucks Coffee, Tea and Spices, as it was originally called, has been “brewing-up” its famous blends in over 43 countries, including the United States. Now called Starbucks Coffee Company, business isn’t just about the coffee and tea anymore. Starbucks has its own line of bottled water, handcrafted beverages, fresh food, entertainment, merchandise and a Starbucks Card. The company has received numerous awards for their outstanding business practices. Fortune Magazine has ranked them as one of “The Best 100 Companies to Work For” in 1998, 2000, 2002, and 2008 (Starbucks, 2008). The Starbucks Experience provides consumers and the general public a direct line a of business communication. From friendly baristas to press releases from CEO Howard Schultz, Starbucks keeps its “partners” informed.

    Read More

  • Pesticides Essay

    936 Words  | 2 Pages

    Pesticides are frequently used in this community. Almost all farmers use pesticides every day to help keep malicious, hungry animals away from their crops, most of which have been linked to illnesses further down the road by consumers, or even pregnant mothers in some cases, involving those responsible for applying the chemicals. All in all, it is no secret that these chemicals are nothing to toy with. As a matter of fact, they themselves have the potential to severely affect the health or kill unsuspecting, or perhaps impair workers.

    Read More

  • Atrazine Research Paper

    666 Words  | 2 Pages

    Atrazine is one the most widely used pesticide in the United States used for commercial farming. It’s purpose as a pesticide is to limit the weeds and unnecessary plants that would take nutrition from the crops that the farmers are trying to grow. Atrazine is supposedly known for increasing crop yield up to six percent according to a cost benefit analysis, but in other more in depth studies the only increase crop yield by one percent (Ackerman 1). Currently “the wet years as much as 7% or more of total Atrazine applied can be lost to surface water sources”, according to the prompt of the assignment. Meaning 7% of Atrazine goes into Americans water sources.

    Read More

  • Coca Cola Strategy Essay

    1970 Words  | 4 Pages

    The scope of this essay is to address coherently with examples a number of key areas of strategy; strategy and its importance, challenges in relation to development and implementation of strategies, and a discussion of the relevance of strategy in the modern

    Read More

  • Marketing Research Plan: Starbucks in China

    1269 Words  | 3 Pages

    Starbucks Coffee, Tea, and Spice opened its first store in April 1971 in the Pike Place Market in Seattle, by owners who had a passion for dark-roasted coffee that was popular in Europe, but hard to find in the U.S. (Harrison et al., 2005; Venkatraman & Nelson, 2008). The company’s mission was to provide Seattle with the best access to dark-roasted coffee, and sought to educated customers about the product. As a matter of customer education and acceptance of the product, Starbucks grew and expanded into the successful domestic market it is today. Much of this success can be attributed to a focus on the total customer experience and s...

    Read More

  • Starbucks’ Three Year Strategic Plan

    2697 Words  | 6 Pages

    Shah, A. J., Hawk, T. F., & A, T. A. (2011). Starbucks' Global Quest in 2006: Is the Best Yet to Come. In A. A. Marcus, Management Strategy: Achieving Sustained Competitive Advantage (pp. c468-c495). New York: McGraw-Hill.

    Read More

  • Atrazine, an herbicide

    743 Words  | 2 Pages

    Herbicides are extensively used in agriculture, sanitation, gardens and weed control. Terrestrial and aquatic environments are mainly polluted by indiscriminately used agriculture products [1]. They contaminate the food chains and display toxic effects in animals and the human population. In the last 60years, atrazine (2-chloro-4-ethylamino-6- isopropylamino-s-triazine) has been one of the most extensively used herbicides in agriculture and roadways, which has been considered as an endocrine disruptor, causing adverse effects on reproductive function mainly by altered sex hormone levels and gonadal abnormalities [2-6]. Possible intera...

    Read More

  • Starbucks: Foreign Market and Diversification

    1275 Words  | 3 Pages

    Starbucks will need to adapt its business practices to suit the Indian market. For example, Starbucks will need to consider the local customs and traditions when designing its stores. Another challenge is the competition in the Indian market. Starbucks will need to compete with local coffee chains such as Cafe Coffee Day and Barista. Starbucks will need to differentiate itself from its competitors by offering high-quality coffee and a unique customer experience.

    Read More

  • Starbucks Financial Analysis

    1484 Words  | 3 Pages

    The story of Starbucks coffee history begins in Seattle in 1971 when the first Starbucks opened at Pike Place Market, which is Seattle's and the Nation's oldest Farmer's Market. At this time the company was a local coffee roasting facility. That remained their core business until 1982 when Howard Schulz joined the company. He was the new marketing executive and began right away to convince more and more local cafes, upscale restaurants, and hotels to buy Starbucks coffee. The turning point for the company and the beginning of coffee history should be one year later when Schulz traveled through Italy. He got inspired by the Italian coffee bar tradition to serve fresh brewed Espresso and Cappuccino. He convinced the Starbucks founders to give his idea a chance and in 1985 he opened the first coffee bar in Seattle, named Il Giornale. (Wilson)

    Read More

  • Schultz's Case Study: A Brief Background Of Starbucks

    1431 Words  | 3 Pages

    Starbucks is a worldwide company, known for is delicious brews of coffee and seasonal varieties of tasty drinks for any occasion. Starbucks opened with two main goals, sharing great coffee with friends and to help make the world a little better. It originated in the historic Pike Place Market of Seattle, Washington in 1971 by Jerry Baldwin, Zev Siegl and Gordon Bowker. The creation of Starbucks’ name came from the seafaring tradition of early coffee traders and the romance evoked from Moby Dick. At the time, this individual shop specialized in the towering quality of coffee over competitors and other brewing services enabling its growth to becoming the largest coffee chain in Washington with numerous locations. In the early 1980s, the current CEO Schultz saw an opportunity for growth in the niche market. After a trip to Italy he brought back the idea of a café style environment of leisure and social meetings to the United States we now see in Starbucks locations today. Schultz ultimately left Starbucks to open his own coffee shop, Il Giornale which turned out to be a tremendous success. Fast forward a year later, Schultz got wind that Starbucks was going to sell all their components of Starbucks including their stores and factories, he immediately acquired the funds to buy Starbucks and linked both operations. Within five years he was able to open more than 125 stores starting in New England, Boston, Chicago, and gradually entered California. He wanted Starbucks to be a franchise system based on the mission of telling the truth and emphasize the quality,

    Read More

  • Essay On Pesticides

    1132 Words  | 3 Pages

    Throughout the entire Unites States, 90-100 percent of almost every crop is sprayed with pesticides each year. Pesticides date back 4,500 years ago, when simple elements such as sulfur and mercury were used to stop pests from eating crops (Unsworth). However, today, pesticides have grown into an enormous industry, allowing 1.5 billion pounds of pesticides and insecticides to be used each year, being far more complex than simple elements. Since complex inorganic pesticides were first commercially produced in the US in the 1940’s (Unsworth), numerous have studied and wondered what impact pesticides have on the environment and the food consumed. As pesticides are extremely complex and created to often destroy weeds and bugs, they also can affect plants, ecosystems, and animals. Because pesticides are insanely toxic to animal environments and humans, alternative ways to prevent bugs and weeds must be executed.

    Read More

  • Starbucks Going Global Fast

    737 Words  | 2 Pages

    There have been some distinguished controllable and uncontrollable elements Starbucks has encountered when entering global markets. The strategies of any company’s goals are vital to its success. This is one area Starbucks has excelled in, just as McDonald’s has in recent years. Starbucks has paralleled its branding with the actions found at any Starbucks across the world. They have an excellent company vision, which they stick to, which in turn assists their brand image. Starbucks’ image has been achieved not only through this and their massive global entrance, but through their ability to provide honest quality service.

    Read More

  • Starbucks Cultural Barriers Essay

    1186 Words  | 3 Pages

    The most significant barriers Starbucks faces have definitely been socialcultural and economic. An example of one of Starbuck’s obstacles in India is the Café Coffee Day franchise that has over 1500 cafes across the country. Starbucks on the other hand only has 71. The local franchise is able to sell coffee significantly less than what Starbucks can price theirs. Additionally, the inclusion of kiosks and vending machines holds an advantage over the traditional Starbucks café, allowing the franchise to sell coffee with little maintenance and still spread its reach throughout India and beyond. The cafe’s also cater to various demographics, which has been another of Starbuck’s challenges in foreign nations not influenced by Western

    Read More

  • What Is Starbucks Supply Chain Strategy

    1078 Words  | 3 Pages

    Starbucks is an international coffee house and it was created in 1971 when they opened the first store in Seattle, Newcastle. Currently, they own 21,000 stores in 65 different countries of the world, and their passion for the great coffee, excellent service and community interaction exceeds cultures and languages (Starbucks, 2014). This company is the number 1 brand coffeehouse chain in the world due to the best roaster, marketer and seller of speciality coffee. Its main slogan: “Our mission: to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time” (Jurevicius, 2013).

    Read More

  • Starbucks Quality Management Strategy

    1776 Words  | 4 Pages

    Through a series of quality control system and quality in customer service; Starbucks management proved that by committing to continuous improvement, they can remain successful even during unfavorable economic times. However, what exactly did Starbucks do to go from a small coffee bean roster company to the largest coffee-house company in the world with a market cap of 85 billion dollars.

    Read More

More about Starbucks Marketing Strategy Essay

Open Document