3. History
In 1971,Jerry Baldwin,Zev Siegel and Gordon
Bowker opened a store called Starbucks
Coffe,Tea and Spice.
Howard Schultz was hired as Director
of Retail Operations.
In 1986 Howard Schultz decided to
start the II Giornale
Today, Starbucks has expanded to more than 17,000 stores in 55
countries around the world. Their biggest presence is still in the
United States, with 11,000 locations. You can find a Starbucks in such
diverse nations as Chile, Romania, Bahrain and Bulgaria
4.
5. Target Market
• Adults (Male and Female aged 25 to 40)
• Young Adults (Aged 18 to 24,College Students
• Kids and Teens(Aged 13 to 17)
6. SWOT Analysis
STRENGTHS
• Developed a niche in the market as a high-end brand of
coffee, offering rich, exotic coffee blends
• The atmosphere in their coffee bars provides customers
with a feeling of sophistication, style and a sense of
knowledge. This has turned into a Starbucks culture.
• Have attracted employees who are well educated and
eager to communicate the message of their product.
7. SWOT Analysis
WEAKNESSES
• Many people believe that coffee is a substitute product.
• Although Starbucks provides excellent customer service
due to their loyal and dedicated employees, they do this at
a cost.
9. SWOT Analysis
THREATS
• Economy experiencing a recession.
• Emergence of competitors.
• Rise in the cost of coffee & dairy products.
10. Marketing Strategy(4 P’s)
• Product: While coffee remains the core product and focus
of Starbucks, the introduction of various new products has
expanded the Starbucks product portfolio.
• Pricing: Starbucks has always offered a range of products
that vary in price.
• Promotion: Starbucks will continue to adopt new
promotional outlets in order to reach consumers.
• Placement: The traditional methods of distribution will
continue to operate the placement of Starbucks products
to its’ consumers.
13. The Social Media Strategy
• Built around their company web site and 7 additional
social platforms, including Twitter, Facebook, Instagram,
Pinterest, G+, YouTube, and My Starbucks Ideas.
• Starbucks has clearly embraced the digital realm. With a
strong presence on multiple social networks, the brand
has set a high bar when it comes to being social and
engaging its customers. They are at or near the top of
nearly every major brand ranking in social media.
• Why is Starbucks such a social media marketing success
story? There are six key reasons their social media
strategy is a successful difference maker for their
marketing campaign:
14. The Social Media Strategy
•
Custormer
Relationships
•
To the Customers!
•
Customer Engagement
•
Encourages Sharing
•
Taking a Stand
• Reflects a Mission
15. Conclusion
• The company has developed greatly individualized
marketing strategies in order to fit the advertisements of
the company brand because it applies to the exceptional
idea it was built on.
