Starbucks is expanding into the B2B market by offering several tailored strategies. Starbucks for Business allows companies to provide Starbucks products to employees. Starbucks Store Solutions helps businesses set up their own coffee shops. Starbucks VIA sells instant coffee products to businesses. Starbucks also licenses its brand to companies like Nestle to manufacture Starbucks-branded products.

1. Starbucks Case Study
Starbucks is a global coffee company that is known for its retail stores that sell coffee,
tea, and other beverages and food items directly to consumers. However, the
company is interested in expanding into the B2B market and is considering various
strategies for doing so.
Case Study:
To enter the B2B market, Starbucks implemented several strategies, including the
following:
1. Starbucks for Business: Starbucks for Business is a program that allows
companies to offer Starbucks products to their employees or customers. This
includes providing Starbucks coffee, tea, and other beverages and food items
in the workplace or at corporate events.
2. Starbucks Store Solutions: Starbucks Store Solutions is a division of Starbucks
that provides products and services to other businesses, including coffee
beans, equipment, and consulting services. This includes helping businesses
set up and operate their own coffee shops or coffee bars.
3. Starbucks VIA: Starbucks VIA is a line of instant coffee products that Starbucks
sells to other businesses, such as hotels and airlines, for use in their operations.
4. Starbucks Licensing: Starbucks licenses its brand and products to other
companies, such as Nestle, for use in their own products and operations. For
example, Nestle manufactures and sells a range of Starbucks-branded coffee
products, including coffee pods and ground coffee, in markets around the
world.
Discussion Questions:
1. What are some advantages and challenges of Starbucks entering the B2B
market?
2. How has Starbucks tailored its products and services for the B2B market?
3. How has Starbucks used its brand and reputation to appeal to B2B customers?
4. How has Starbucks measured the success of its B2B operations?
Answers:
1. Some advantages of Starbucks entering the B2B market include the
opportunity to diversify its revenue streams and expand its customer base.
Some challenges include the need to tailor products and services for the B2B
market and potentially competing with other established B2B coffee suppliers.
2. Starbucks has tailored its products and services for the B2B market by offering
a range of options, including coffee beans and equipment, instant coffee

2. products, and consulting services. These offerings are designed to meet the
specific needs and preferences of B2B customers, such as hotels, airlines, and
office buildings.
3. Starbucks has used its brand and reputation to appeal to B2B customers by
leveraging its strong brand recognition and reputation for quality and
customer service. The company has also highlighted its sustainability
initiatives, such as its commitment to ethical sourcing, to appeal to socially-
conscious B2B customers.
4. Starbucks has measured the success of its B2B operations through a variety of
metrics, including sales and revenue growth, customer satisfaction, and
participation in programs such as Starbucks for Business. The company has
also sought feedback from B2B customers to continually improve its products
and services.