A look at Starbucks’ marketing strategy Essay Example for Free

A look at Starbucks merchandise schema EssayWe have no patent on anything we do and anything we do brush off be copied by any genius else. But you cant copy the heart and the soul and the conscience of the alliance Howard Schultz, chief executive officer of Starbucks Coffee.This quote from Schultz could be the magic that has separated Starbucks from the every other drinking chocolate shop an attitude of merchandising which is inspired by the companys commitment. The successful merchandise strategies which Starbucks employs are definitely of interest to anyone interest in business marketing can learn about. Serving coffee is a common go bad of any restaurant business, but a successful marketing mix will cause a common harvest-feast to become uncommon and unique to the consumer.A marketing strategy for a company requires commitment from the company with all departments and employees working together towards the same goal. This should be a philosophy which is utilize t o the entire organization, not simply an idea that is applied to the marketing department. The two main functions of the marketing strategy are to identify the target market, and develop a successful marketing mix for that target market. within the marketing mix are four essential components product, place, promotion, and price. Starbucks Coffee smart set has developed a marketing mix which has proven to be exceptionally successful for over 40 years.Starbucks opened in 1971 by owners who developed a passion for dark roast coffee, and that was basically the main product that was sold in the stores. After about a decade of selling coffee beans, the owners allowed Howard Schultz to join the company as the souseds Director of Retail Operations and Marketing.While on a trip to Italy, Schultz came crossways the Italian coffee culture which intrigued his interest a caf where people would gather, socialize and spend epoch in leisure. Schultz believed this coffee culture could be repli cated in the United States serving the Starbucks brand of dark roasted coffee and adding espresso drinks to the menu.This notion was rejected by the founders of Starbucks, and eventuallySchultz bought the company, and proceeded to build it into the largest retail coffee shop chain in the world. The product line of coffee was expanded to include espresso drinks such(prenominal) as lattes and cappuccinos and as the company grew, the drink choices excessively grew to meet the consumers needs.Starbucks is known for having store locations everywhere in the world even to the point of shops across the street from one another. Beginning in neighborhoods or in rural areas, and expanding to richly traffic areas such as New York City a Starbucks Coffee Shop may be found in or very near any city in the United States.Within the place of the marketing mix, one tip overs the type of stores as important as the location. The majority of Americans have two main places where time is spent, either at work or at home. With Schultzs vision of the coffee shops that inspire the customers to consider Starbucks his or her third place, all of the shops have the brand of ease and comfort. Designed to be versed and comfortable, the store decor of every shop is similar, if not identical big easy chairs and sofas, tables for customers to gather at, high top counters with plenty of electrical outlets for those who take advantage of the free internet, and music playing which adds to the ambiance. Some locations truly have a burning fireplace to warm the atmosphere during the winter months.It is very rare for one to see a promotional advertisement for Starbucks Coffee in a magazine, newspaper, billboard, television commercial, or any other typical advertising campaign. Starbucks used the marketing strategy of word-of-mouth advertising allowing the high theatrical role of products and the legendary attend promote the brand. This tactic has played a huge part in devising Starbucks Coffe e Company a success.The front line Barista (coffee artist) has been trained not only to prepare fortissimo coffee drinks, but to include the art of providing legendary service to the customer. This strategy includes promotion of personalizedized service by learning customers names, specific drink preferences, customers occupations, and often personal information concerning the customers familyand life events.In the beginning, the companys mission logical argument was To bring Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. Now, Starbucks has added to the mission statement To inspire and nurture the human spirit champion person, One cup, and One Neighborhood at a time. With all employees working with the companys mission in mind, the brand is promoted on a day-to-day basis.In no way, shape, or form has Starbucks offered a competitive pricing for the products sold in the stores. One may consider the experience of the Starbucks brand to be included in the price of the products. As say above, with all front line Baristas working with the companys mission statement as a guideline, the consumer is purchasing a cup of coffee with the experience of personalized legendary service.While the descriptions of Starbucks Coffee Companys marketing mix did not include the target marketing objective, Starbucks target market includes anyone who is spontaneous to pay a premium price for the Starbucks Experience. This decision was made with extensive strategic planning, and with the knowledge that using a unique marketing program such as this was a huge risk in being successful.A good summary about the marketing success of Starbucks is this quote by Howard Schultz, chief operating officer of StarbucksWe establish the value of buying a product at Starbucks by our uncompromising quality and by building a personal relationship with each customer.The marketing mix that Starbucks Coffee Company de veloped is unique, unconventional, somewhat risky, but most importantly, extremely successful for over 40 years.