Research Paper On Starbucks

1197 Words 5 Pages
The Starbucks Corporation - Brief Description The Starbucks Corporation was founded in 1971 with a single store in Seattle 's Pike Place Market. In the beginning they were known for selling whole bean and ground coffee. Since their opening they started receiving more and more customers in just a couple of months. Their service and coffee was highly appreciated and well enjoyed by customers. And in a span of 19 years, their business grew tremendously and they had opened almost 5 branches and they also started wholesale business in restaurants. Starbucks was named after the first mate in Herman Melville 's Moby Dick, and their logo was inspired by sea featuring a twin-tailed siren from a Greek Mythology. During their initial …show more content…
This is the base foundation for any company 's marketing strategy. Starbucks marketing strategy was to concoct a detailed understanding of the marketplace into strategic decisions and target appropriate customer groups. 1 The market strategy currently adopted by Starbucks is a Differentiation Strategy, it is a strategy which seeks to provide services and products that offers benefits and will be different from competitors that are widely valued worldwide. The main aim of this marketing strategy was to achieve advantage by offering better services and products at higher or same price. When Starbucks was first launched it was competing with many other coffee bars in the United States, but Starbucks wanted to stand unique from …show more content…
Market Positioning is arranging for a product to occupy clear, distinctive, and desirable place relative to competing products in the minds of target customers. A products position is the place that the product occupies relative to competitors in consumers minds. Here in this case the Starbucks has developed a unique market position for their products because if a product is to be exactly same like the others on the market than consumers would have no reason to buy it. Starbucks has positioned themselves in the market as a highly reputed brand.8 In this case Starbucks has planned his positioning in such a way that it distinguish their products from competing brands and give them the greatest strategic advantage in their target markets. Starbucks has a descriptively simple statement to inspire and nurture the human spirit-"one person, one cup, and one neighborhood at a

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