Starbucks Marketing Case
Answer1.
Vision: the most recognized and respected brand in the world
Brand image - experiencing branding strategy:
o “Live coffees” mantra - to keeping the national coffee culture alive.
o Creating an “experience” around the consumption of coffee
Three components to this experiencing branding strategy:
o First, coffee itself – offering the highest-quality coffee in the world, coffee standards by controlling the supply chain as possible and the distribution to retail stores
o Second, service – customer intimacy
o Third, atmosphere. To make customers want to stay. Based on human spirit, a sense of community, the need for people to come together.
Channels - Broad distribution strategy
o Want to reach customers where they work, travel, shop, and dine
o Good Location: Company-operated stores located in high-traffic, high-visibility settings
o Product mixed tended to vary depending on a store’s size and location
o non-company-operated......
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Approximate Pages: 9 (250 words per double-spaced page)
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