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Starbucks Corporation
Starbucks Corporation
Starbucks Corporation
Starbucks Corporation
Starbucks Corporation
Starbucks Corporation
Starbucks Corporation
Starbucks Corporation
Starbucks Corporation
Starbucks Corporation
Starbucks Corporation
Starbucks Corporation
Starbucks Corporation
Starbucks Corporation
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Starbucks Corporation

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starbucks marketing presentation for BUSN 319

starbucks marketing presentation for BUSN 319

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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
  • Transcript

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

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