Starbucks Marketing Research Paper Example | Topics and Well Written Essays - 1250 words

Starbucks Marketing - Research Paper ExampleIn 1992, there was no focus on advertising and Labor personnel department but with the growth of retail outlets, the company was still reluctant in increasing the Labor force, which is the companys major expense. Starbucks didnt spend any money on advertising. So, during the aboriginal 1990s, the company had no promotion. The only promotion made was through opening many retail outlets and boosting the gross sales promotion.2. Starbucks has picked up an additional target segment of customers by 2002. Who were these customers What is Starbucks position for this new segment relative to its position for its earlier customers What are the implications of this new target and position for Starbucks marketing mixStarbucks positioning changed with the expansion in the target market. Starbucks found itself as a dominant specialty-coffee brand and its objective was To become the most recognized and respected brand in the world. This was achieved t hroughStarbucks introduced a wide range of product variety including whole bean coffees, rich brewed coffees, Italian style espresso drinks, cold-blended beverages, premium teas, pastries, sodas, juices, sandwiches and salads. The product mix varied depending on a stores location and size. The biggest driver of companys growth was product innovation. New products were launched regularly and a new hot beverage was introduced during every holiday season.Brand name was establi... Starbucks introduced a wide range of product variety including whole bean coffees, rich brewed coffees, Italian style espresso drinks, cold-blended beverages, premium teas, pastries, sodas, juices, sandwiches and salads. The product mix varied depending on a stores location and size. The biggest driver of companys growth was product innovation. New products were launched regularly and a new hot beverage was introduced during every holiday season.Brand name was established and this again contributed to the posi tion of the company. Starbucks had the Size advantage over its competitors and its goal was opening 15000 stores world wide. Service was the distinguishing factor and the employees were trained and empowered to provide good timbre service, which was evaluated on service, Cleanliness, Product quality and speed of service criteria. Service innovations along with technology functionalities like T-Mobile HotSpot wireless internet service was an added advantage.PriceDiscounts were given up at stores. Spilt drinks were replaced without any additional charge. Regular customers were given sample free drinks if they didnt have cash and provide cheque. Starbucks established itself as a premium-priced player in the market but service overwhelmed price in this aspect.PlaceChannels were used very effectively and Starbucks opened licensed stores world wide. Nearly 77% of the sales came from these stores. Starbucks also sold its products through non-company operated retail chains called Specialt y Operations which accounted to about 15% of net revenues. Starbucks operated domestic and international licensed stores. Starbucks also had a joint venture with Pepsi-Cola to distribute bottled beverages. Starbucks had plans to open 15000 international locations. This will