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Starbucks Marketing Analysis

UNIVERSITY OF REDLANDS

MARKETING MANAGEMENT

BUAD 680

INDIVIDUAL: CASE SUMMARY

14 OCTOBER 2006

STARBUCKS CORPORATION – ASSESSMENT AND EVALUATION OF MARKETING

STEPHEN ANSUINI

Introduction

Headquartered in Seattle Washington, Starbucks Corporation is a premium coffee retailer offering a wide selection of hot and cold beverages, pastries and light deli fare, coffee accessories and equipment. Starbucks opened its first location in 1971 at Seattle's Pike Place Market and within 20 years held its initial public offering and now has over 8500 retail locations in 32 countries. "Each store varies its product mix depending upon the size of the store and its location. Larger stores carry a broad selectionÂ…smaller storesÂ…a more limited selection" (www.investor.reuters.com). Store locations follow the example set by the fast food industry and are typically located in high traffic and high visibility areas in a variety of urban and suburban settings.
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Approximate Word Count: 1811
Approximate Pages: 8 (250 words per double-spaced page)

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