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Starbucks Marketing Essay

4021 words - 16 pages

Marketing proposalBeing the largest coffeehouse company in the world, Starbucks has a fruitful and wonderful story behind them. In modern days, the challenges that businesses face are getting increasing tough. Starbucks has already proved that they are above the rest and continue to grow even in current competitive and economic situation. Starbucks leading example are a great path for marketers to follow suit as marketing is a significant element in order for business to capture value in return from the target market. By going in depth into Starbucks marketing, our team as marketing students is able to learn and understand the principles of marketing. In addition, throughout Starbucks rich traditions, Starbucks has applied most of the fundamentals of marketing in modern days businesses. Starbucks success, history and marketing activities are the reasons why we had chosen this brand as we believe that we will be able to learn and apply the marketing knowledge toward learning about marketing. Starbucks marketing enable us to learn what is marketing, aim of marketing, steps in marketing process and finally about the major trends and forces affecting marketing.Starbucks history and background informationStarbucks began as a coffee importing and roasting company in 1971. The Seattle-based corporation was named after the first mate in Herman Melville's classic novel, Moby Dick. The name reflected the quirky nature of the company's founders, Gerald Baldwin, Gordon Bowker, and Zev Siegl.The Starbucks Coffee, Tea, and Spice Company started off selling roasted coffee beans to restaurants and the public. In 1982, Howard Schultz (Starbucks Chairman, president and CEO) first walked into a Starbucks store and was attracted to the company ever since.In 1983, Howard travelled to Italy and was drawn to their coffee bars and the romance of the coffee experience. He then brought the Italian coffee house culture back to United States, creating a unique selling point for Starbucks, emphasizing on creating an environment for conversation and a sense of community. Starbucks opened its first store outside of the State of Washington. Over the next eight years, the company spread throughout North America before opening its first overseas location in Japan. The company continues to open new stores at an impressive rate. 1,500 new stores have been planned for 2006. Starbucks has also grown through licensing relationships and by offering bottled drinks and bags of coffee for sale in grocery stores. Retail sales for 2003 were $3.45 million. Today, they have up to 17,651 retail stores (as of July 2012) in 60 countries.Starbucks Coffee Singapore is a wholly owned subsidiary of Starbucks Coffee Corporation since June 2004. The first Starbucks store opened on 14 December 1996 at Liat Towers, strategically located along the nation's renowned Orchard Road shopping belt. They are committed to offer customers the world's best coffee and the finest coffee experience - while also...

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