A look at Starbucks’ marketing strategy Essay

We cast no patent on anything we do and anything we do can be copied by any single else. But you cant copy the heart and the instinct and the conscience of the company Howard Schultz, CEO of Starbucks Coffee.This quote from Schultz could be the magic that has degage Starbucks from the every other umber shop an attitude of selling which is shake by the companys commitment. The prospered market strategies which Starbucks employs are decidedly of interest to anyone interested in business marketing can look on nearly. Serving hot chocolate is a common segment of any restaurant business, provided a successful marketing mix will mystify a common product to become uncommon and unique to the consumer.A marketing strategy for a company requires commitment from the company with each(prenominal) departments and employees working together towards the same goal. This should be a philosophy which is utilise to the entire organization, not simply an idea that is applied to the mar keting department. The ii main functions of the marketing strategy are to identify the target market, and buzz off a successful marketing mix for that target market. Within the marketing mix are four essential components product, place, promotion, and expenditure. Starbucks Coffee lodge has true a marketing mix which has proven to be exception all in ally successful for over 40 years.Starbucks opened in 1971 by owners who developed a passion for dark roast coffee, and that was basically the main product that was exchange in the stores. After about a decade of selling coffee beans, the owners allowed Howard Schultz to join the company as the firms Director of retail Operations and Marketing.While on a trip to Italy, Schultz came across the Italian coffee culture which intrigued his interest a caf where people would conform to, socialize and decease time in leisure. Schultz believed this coffee culture could be replicated in the linked States serving the Starbucks brand of da rk roasted coffee and adding espresso potables to the menu.This concept was rejected by the founders of Starbucks, and eventuallySchultz bought the company, and proceeded to build it into the largest retail coffee shop cooking stove in the world. The product line of business of coffee was expanded to include espresso drinks such 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 burden 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 metropolis a Starbucks Coffee Shop may be found in or very near any city in the get together States.Within the place of the marketing mix, one find outs the type of stores as consequential as the location. The majority of Americans concord two main places where time is spent, each at work or at home. With Schultzs vision 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 cozy 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 advantage of the still internet, and music playing which adds to the ambiance. Some locations actually have a intense 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 utilize the marketing strategy of word-of-mouth advertising allowing the high select of products and the legendary service promote the brand. This tactic has played a commodious part in making Starbucks Coffee Company a success.The front l ine Barista (coffee artist) 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 personalized service by learning customers names, specific drink preferences, customers oc shapeations, and often personal information concerning the customers familyand life events.In the beginning, the companys mission statement was To render Starbucks as the premier purveyor of the finest coffee in the world while maintaining our morose principles as we grow. Now, Starbucks has added to the mission statement To inspire and nurture the human whole step 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 experience of the Starbucks brand to be included in th e price of the products. As stated 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 willing 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, CEO of StarbucksWe establish the shelter of buying a product at Starbucks by our uncompromising quality and by building a personal relationship with each customer.The marketing mix that Starbucks Coffee Company developed is unique, unconventional, somewhat risky, but about importantly, e xtremely successful for over 40 years.