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Starbucks Essay

899 words - 4 pages

The Spotlight on Starbucks

Many years ago a young businesswoman traveled by plane on a business trip. The plan was bumpy, rocky, and nerve racking. She was exhausted and thirty after the plane land. There shined a cozy shop in a corner of the Airport walking area. It was called Starbucks she had never heard of this place but she loved coffee and optimistic about the new crowded place. She tried a tall black coffee with 6 raw sugars and a shot of cinnamon dolce’. They wrote her name on the cup and yelled her name when it was up the atmosphere was cheerful and friendly. She was reminded of a James Bond movie as she sits and sips. This was the best coffee she had from the time when she ...view middle of the document...

A coffee with blended ice and milk is a Frappuccino. The black strong ground coffee brewed through hot water. It’s more than caffeine it is coffee. Tea lovers have their moments with Tazo Tea. Starbucks offer several intriguing products that encourage the customer to become a “Starky.” The product help motivates the price the coffee is quite expensive for some consumers. Starbucks did not focus on the price as it did the product. The product made the price affordable to the consumer because it was a product the consumer wanted. Consumers buy according to their taste and appetite for coffee and location. This brings the marketed mix of place in the picture. The community atmosphere and location played a vital role in the success of the store. The stores were growing in the upper - middle class communities. The Italian style market enhances the area and brought Italy a little closer to home. Promotion is an incredible asset to any business it allows the company to reach out to the consumer. Communication is the key to a successful business.
Starbucks does not advertise on billboards, ad space, newspaper or posters. The “word of mouth” about the taste of coffee is the best message that was communicated by the consumer. The brand market strategy played a huge part in the success of Starbucks. The innovative expansion strategy gave them a successful edge. Starbucks is known for its global innovative expansion strategy. This may cause them to be vulnerable overseas with labor and real estate. Some countries overseas are spread thin for space with poverty stricken communities. Also the Europeans can cause an issue with the smoking culture and...

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