Essay about Starbucks 's Marketing Plan For Starbucks

1322 Words Dec 1st, 2014 null Page
Starbucks Corporation
Now a days, I like to think that Starbucks is one of the most recognized specialty coffee brands in the world. With numerous locations in over 62 countries, (Starbucks Annual Report) most of them located in shopping centers and airports, it makes it difficult to drive a few miles without coming across one of their many locations. Starbucks is not only a premier roaster, marketer and retailer of specialty coffees, they also have many other brands within their portfolio: Teavana, Tazo, Seattle’s Best Coffee, Starbucks VIA, Starbucks Refreshers, Evolution Fresh, La Boulange and Verismo (Starbucks Annual Report). Starbucks, as you can see is not just coffee, they offer quality food items, coffee accessories and teas. They also sell whole bean and ground coffees, premium Tazo-branded single serve products, and other branded products worldwide through grocery stores, warehouse clubs, convenience stores and specialty retailers (Starbucks Corporation Fiscal 2013 Annual Report).
As far as the industry goes, Starbucks is classified as a specialty eatery within the service sector. They are currently ranked 196th in the Fortune 500 for 2014, which is 12 spots up from last year’s Fortune 500 rankings. Starbucks, believe it or not has been around for 42 years and in 2013 had reached record highs with consolidated revenues of $14.9 billion which is a 12% increase from last year (Starbucks Annual Report). The President, Chairman and Chief Executive Officer of…

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