Starbucks marketing strategy. Business & Marketing Term Paper

Starbucks Marketing Strategy
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Introduction
Starbucks is a coffee company that has a belief in the importance of having a great and enduring company that maintains a balance between social conscience and profitability. The company offers a wide range of products that customers can enjoy in their stores, on the go or at home such as, coffee, handcrafted beverages, merchandise and fresh food. The company started by traveling early to places where their coffee is being grown and understanding that the future of the company depends on famers and family futures. Therefore, the company nurture relationships and invested in building global networks that aided in creation of a new brand of coffee. Additionally, their stores are always welcoming and the heart of their neighborhood in order to create a positive impact in the world. Starbucks has one of the brands that is most recognized in the world with their recognition reaching epic heights. This has been aided by the marketing strength and commitment towards brand consistency. The following discussion explains Starbucks marketing mix under the different strategies it applied in marketing.
Positioning
The company has a marketing strategy that is unique which starts from its products. Ideally, the company has differentiated itself based on the high quality coffee it offers and its brand has spread in the world becoming a leading brand of coffee that is retailing. Starbucks operates a multinational brand with a new chapter that has opened in Asia. Basically, product differentiation based on quality has resulted in increased popularity and building customer loyalty. However, the company’s marketing strategy has not been limited to products only but the company is unique and great in other areas of promotions and marketing. The central pillar of the company’s marketing efforts is product quality. Ideally, this helps in reputation and brand image. At the stores, a lot of marketing takes place by use of brand merchandise with the addition of good customer service which creates a positive reputation to the brand. In the recent times, the company has invested in advertising and marketing that has increased sales and improved the awareness of the brand among people (Rahmani, 2015).
Segmenting
The company strives in building identity in its brand by giving customers an enjoyable and relaxing experience. This has been effective from the aspect of experiment of the brand which has been consistent and effective in the stores in the world. Starbucks has a different and unique approach for gathering insights from customers in comparison to other budgets in marketing research that are used by other global organizations. The company goes against the normal complex and rigorous customer surveys and choses informal and casual talks with their customers in order to know the overall mood. More so in understanding the experience gained from the store and gathering important feedback. Although Starbucks conducts marketing research to shape the strategies to market entry in other countries, the major aspect is that it does not have hard and compartmentalized view of knowing and understanding their customers. Therefore, the innovative and...