Origins Of The Company
Starbucks Corporation is an American global coffee company and
coffeehouse chain based in Seattle, Washington. Starbucks is the largest
coffeehouse company in the world, with 20,891 stores. The first
Starbucks opened in Seattle, Washington, on March 30, 1971 by three
partners who met while students at the University of San Francisco
English teacher Jerry Baldwin, history teacher Zev Siegl, and writer
Gordon Bowker. The three were inspired to sell high-quality coffee beans
and equipment by coffee roasting entrepreneur Alfred Peet after he
taught them his style of roasting beans. Originally the company was to be
called Pequod, after a whaling ship from Moby-Dick, but this name was
rejected by some of the co-founders. The company was instead named
after the chief mate on the Pequod, Starbuck .
In January 2011, Starbucks Corporation and Tata Coffee, Asia's largest
coffee plantation company, announced plans for a strategic alliance to bring
Starbucks to India and also to source and roast coffee beans at Tata
Coffee's Kodagu facility. Despite a false start in 2007,in January 2012
Starbucks finally announced a 50:50 joint venture with Tata Global
Beverages, called Tata Starbucks Ltd., which would own and operate outlets
branded Starbucks "A Tata Alliance".On 19 October 2012, Starbucks
opened its first store in India, measuring 4500 sq ft in Elphinstone Building,
Horniman Circle,Mumbai. In early 2013, Tata Global Beverages announced
that the JV would meet its target of opening 50 outlets of the world's
largest coffee chain in India by this year, one year later than originally
scheduled,with an investment of 400 crore Initially, Starbucks opened a
combination of standalone outlets located at malls, airports and metro
stations, and commercial complexes. The company plans to expand its retail
footprint in India by opening outlets in hospitals, near gyms or health
stores, educational institutions and corporate campuses.
Marketing Mix of
Marketing Mix of
•Social media campaign
•Starbucks iPhone app
• QR Code scanner and start connecting the physical world to
your mobile device
•Gift card to start a relationship
•Age =18 to 55
•High income group
• Smart Phone user.
• college student/office
CUSTOMER AGE GROUP
What your favorite Drink?
Is the ambience better than any coffee shop?
What about the functioning of starbucks?
What’s your favorite snack?
Any special cake you like?