A look at Starbucks’ marketing strategy Essay Example for Free

A look at Starbucks market strategy EssayWe have no patent on anything we do and anything we do can be copied by any ace else. But you cant copy the heart and the soul and the conscience of the company Howard Schultz, chief operating officer of Starbucks drinking chocolate.This quote from Schultz could be the magic that has separated Starbucks from the every other coffee shop an attitude of merchandise which is inspired by the companys commitment. The prosperous marketing strategies which Starbucks employs are definitely of interest to anyone interested in business marketing can learn about. Serving coffee is a common fracture of any restaurant business, but a successful marketing mix will cause a common product to become uncommon and unusual to the consumer.A marketing strategy for a company requires commitment from the company with all departments and employees working together towards the same goal. This should be a philosophy which is apply to the entire organizatio n, not simply an idea that is applied to the marketing department. The two main functions of the marketing strategy are to identify the target market, and develop a successful marketing mix for that target market. Within the marketing mix are four essential components product, place, promotion, and price. Starbucks Coffee Company has developed a marketing mix which has proven to be exceptionally successful for over 40 years.Starbucks opened in 1971 by owners who developed a passion for dark knock coffee, and that was basically the main product that was sold in the stores. After about a decade of selling coffee beans, the owners allowed Howard Schultz to join the company as the besotteds Director of Retail Operations and Marketing.While on a trip to Italy, Schultz came crossways the Italian coffee culture which intrigued his interest a caf where volume would gather, socialize and spend time in leisure. Schultz believed this coffee culture could be replicated in the United States serving the Starbucks brand of dark roasted coffee and adding espresso drinks to the menu.This creation was rejected by the founders of Starbucks, and eventuallySchultz bought the company, and proceeded to build it into the largest retail coffee shop chain in the land. The product line of coffee was expanded to include espresso drinks much(prenominal) as lattes and cappuccinos and as the company grew, the drink choices also grew to meet the consumers needs.Starbucks is known for having store locations everywhere in the world even to the point of shops across the street from one another. Beginning in neighborhoods or in rural areas, and expanding to high traffic areas such as New York City a Starbucks Coffee Shop may be found in or very near any city in the United States.Within the place of the marketing mix, one considers the type of stores as important as the location. The majority of Americans have two main places where time is spent, either at work or at home. With Schultzs v ision of the coffee shops that inspire the customers to consider Starbucks his or her third place, all of the shops have the brand of ease and comfort. Designed to be snug and comfortable, the store decor of every shop is similar, if not identical big easy chairs and sofas, tables for customers to gather at, high top counters with plenty of electrical outlets for those who take good of the free internet, and music playing which adds to the ambiance. Some locations actually have a burning fireplace to warm the atmosphere during the winter months.It is very rare for one to see a promotional advertisement for Starbucks Coffee in a magazine, newspaper, billboard, television commercial, or any other typical advertising campaign. Starbucks used the marketing strategy of word-of-mouth advertising allowing the high quality of products and the known service promote the brand. This tactic has played a huge part in make Starbucks Coffee Company a success.The front line Barista (coffee arti st) has been trained not only to prepare specialty coffee drinks, but to include the art of providing legendary service to the customer. This strategy includes promotion of in the flesh(predicate)ized service by learning customers names, specific drink preferences, customers occupations, and often personal information concerning the customers familyand life events.In the beginning, the companys mission statement was To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. Now, Starbucks has added to the mission statement To inspire and nurture the human spirit One person, One cup, and One Neighborhood at a time. With all employees working with the companys mission in mind, the brand is promoted on a daily basis.In no way, shape, or form has Starbucks offered a competitive pricing for the products sold in the stores. One may consider the visit of the Starbucks brand to be included in the price of t he products. As say above, with all front line Baristas working with the companys mission statement as a guideline, the consumer is purchasing a cup of coffee with the experience of personalized legendary service.While the descriptions of Starbucks Coffee Companys marketing mix did not include the target marketing objective, Starbucks target market includes anyone who is voluntary to pay a premium price for the Starbucks Experience. This decision was made with extensive strategic planning, and with the knowledge that using a unique marketing program such as this was a huge risk in being successful.A good summary about the marketing success of Starbucks is this quote by Howard Schultz, chief executive officer of StarbucksWe establish the value of buying a product at Starbucks by our uncompromising quality and by building a personal relationship with all(prenominal) customer.The marketing mix that Starbucks Coffee Company developed is unique, unconventional, somewhat risky, but mo st importantly, extremely successful for over 40 years.