Starbucks Corporation“One Cup at a Time”<br />Elizabeth Billingsley<br />BUSN 319 Marketing<br />DeVry University<br />Mar...
Company History<br />March 30, 1971 – original Starbucks is opened in Seattle, Washington<br />April 1986 - Schultz starts...
Marketing Mix<br />
Subsidies<br />Aside from Starbucks Corp…<br />Tazo Tea Company<br />Seattle’s Best Coffee<br />Torrefazione Italia<br />H...
Products<br />What does Starbucks really sell?<br />-A lifestyle-<br />Officially…drip-brewed coffee, espresso-based hot d...
Channels of Distribution<br />RETAIL LOCATIONS <br />KIOSKS WITHIN DIFFERENT STORES<br />ONLINE MEDIA<br />
Pricing Structure<br />Luxury product<br />Buying out surrounding competitors<br />NON-licensing<br />
Target Markets<br />At first…<br />	…young college students, social classes, and neighborhoods that would be most receptiv...
Target Markets (cont.)<br />Now…<br />	…Starbucks wants to include EVERYBODY*<br />*Ignorance of very definition of TARGET...
Promotional Efforts<br />Starbucks Card<br />Coffee services delivered to offices and drive-thru connivance<br />Appealing...
Controversies<br />US Army viral email scandal<br />‘The Way I See It’<br />Labor disputes<br />Industrial Workers of the ...
Recent Changes<br />Opening of 900 stores internationally announced in 2009…but 900 store closures throughout US since 200...
Final Assessment<br />Starbucks is going strong and fighting to stay at the top!<br />
Questions<br />?<br />
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Starbucks Corporation

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  • Retail locationsKiosksOnline
  • young college students, social classes, and neighborhoods that would be most receptive to the idea of buying $3 a cup of coffee and spending time with friends at their stores
  • Starbucks Corporation

    1. 1. Starbucks Corporation“One Cup at a Time”<br />Elizabeth Billingsley<br />BUSN 319 Marketing<br />DeVry University<br />March 23, 2010<br />
    2. 2. Company History<br />March 30, 1971 – original Starbucks is opened in Seattle, Washington<br />April 1986 - Schultz starts the Il Giornale coffee bar chain<br />1987 – Baldwin, Siegal, and Bowker sell Starbucks to Schultz<br />
    3. 3. Marketing Mix<br />
    4. 4. Subsidies<br />Aside from Starbucks Corp…<br />Tazo Tea Company<br />Seattle’s Best Coffee<br />Torrefazione Italia<br />Hear Music<br />Ethos Water<br />
    5. 5. Products<br />What does Starbucks really sell?<br />-A lifestyle-<br />Officially…drip-brewed coffee, espresso-based hot drinks, other hot/cold drinks, coffee beans, quick snacks and meals, ice cream, and accessories<br />And through Hear Music… books, music, and film<br />
    6. 6. Channels of Distribution<br />RETAIL LOCATIONS <br />KIOSKS WITHIN DIFFERENT STORES<br />ONLINE MEDIA<br />
    7. 7. Pricing Structure<br />Luxury product<br />Buying out surrounding competitors<br />NON-licensing<br />
    8. 8. Target Markets<br />At first…<br /> …young college students, social classes, and neighborhoods that would be most receptive to the idea of buying… A LIFESTYLE!<br />
    9. 9. Target Markets (cont.)<br />Now…<br /> …Starbucks wants to include EVERYBODY*<br />*Ignorance of very definition of TARGET MARKET<br />
    10. 10. Promotional Efforts<br />Starbucks Card<br />Coffee services delivered to offices and drive-thru connivance<br />Appealing to a diverse customer base; more than just coffee!<br />Philanthropy<br />Corporate Social Responsibility<br />
    11. 11. Controversies<br />US Army viral email scandal<br />‘The Way I See It’<br />Labor disputes<br />Industrial Workers of the World -> UNIONIZED!<br />Market strategy<br />Saturating the market<br />Anticompetitive attitude<br />
    12. 12. Recent Changes<br />Opening of 900 stores internationally announced in 2009…but 900 store closures throughout US since 2008<br />Price increases… in a suspicious economy?<br />New competition!<br />
    13. 13. Final Assessment<br />Starbucks is going strong and fighting to stay at the top!<br />
    14. 14. Questions<br />?<br />
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