Published on March 8, 2014
Starbucks Marketing Strategy AHMET BAYGAL-ALTUĞ YAĞLIDERE-BERK BARLAK-ENES ARSLAN
Outline • History • Target Market • SWOT Analysis • Marketing Strategy • Conclusion
History In 1971,Jerry Baldwin,Zev Siegel and Gordon Bowker opened a store called Starbucks Coffe,Tea and Spice. Howard Schultz was hired as Director of Retail Operations. In 1986 Howard Schultz decided to start the II Giornale Today, Starbucks has expanded to more than 17,000 stores in 55 countries around the world. Their biggest presence is still in the United States, with 11,000 locations. You can find a Starbucks in such diverse nations as Chile, Romania, Bahrain and Bulgaria
Target Market • Adults (Male and Female aged 25 to 40) • Young Adults (Aged 18 to 24,College Students • Kids and Teens(Aged 13 to 17)
SWOT Analysis STRENGTHS • Developed a niche in the market as a high-end brand of coffee, offering rich, exotic coffee blends • The atmosphere in their coffee bars provides customers with a feeling of sophistication, style and a sense of knowledge. This has turned into a Starbucks culture. • Have attracted employees who are well educated and eager to communicate the message of their product.
SWOT Analysis WEAKNESSES • Many people believe that coffee is a substitute product. • Although Starbucks provides excellent customer service due to their loyal and dedicated employees, they do this at a cost.
SWOT Analysis OPPORTUNITIES • Emerging international markets. • Technological advancements.
SWOT Analysis THREATS • Economy experiencing a recession. • Emergence of competitors. • Rise in the cost of coffee & dairy products.
Marketing Strategy(4 P’s) • Product: While coffee remains the core product and focus of Starbucks, the introduction of various new products has expanded the Starbucks product portfolio. • Pricing: Starbucks has always offered a range of products that vary in price. • Promotion: Starbucks will continue to adopt new promotional outlets in order to reach consumers. • Placement: The traditional methods of distribution will continue to operate the placement of Starbucks products to its’ consumers.
Marketing Strategy • A perfect cup of coffee • Alternative comfortable place • Customer satisfaction
Marketing Strategy • Create a community • • Smart Partnerships Innovation • Brand Marketing
The Social Media Strategy • Built around their company web site and 7 additional social platforms, including Twitter, Facebook, Instagram, Pinterest, G+, YouTube, and My Starbucks Ideas. • Starbucks has clearly embraced the digital realm. With a strong presence on multiple social networks, the brand has set a high bar when it comes to being social and engaging its customers. They are at or near the top of nearly every major brand ranking in social media. • Why is Starbucks such a social media marketing success story? There are six key reasons their social media strategy is a successful difference maker for their marketing campaign:
The Social Media Strategy • Custormer Relationships • To the Customers! • Customer Engagement • Encourages Sharing • Taking a Stand • Reflects a Mission
Conclusion • The company has developed greatly individualized marketing strategies in order to fit the advertisements of the company brand because it applies to the exceptional idea it was built on.
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