Marketing Decision for Starbucks

Marketing Decision for Starbucks

MKT 651

November 11, 2014

Cornerstone University

Brief History

Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world. Starbucks locations serve hot and cold beverages, micro ground instant coffee, whole-bean coffee, full-leaf teas, snacks, and pastries. Many stores also sell pre-packaged food items, sandwiches, and items such as tumblers and mugs. Starbucks Evenings locations also offer a variety of wines , beers, and appetizers after 4pm. The company also markets books, music, and film through the Starbucks Entertainment division and Hear Music brand. There are many seasonal products or specific to the locality of the store. Starbucks-brand coffee and ice cream are also offered at grocery stores (starbucks.com).

The Starbucks Coffee, Tea and Spice Company was founded in 1971 by Jerry Baldwin, Gordon Bowker and Zev Siegl as a Seattle coffee bean roaster and retailer. Starbucks had been profitable as a local company in Seattle in the early 1980s with their devoted, local customer base. The company expanded rapidly.

Starbuck’s Mission

To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time (Starbucks.com).

Starbuck’s Values

With our partners, our coffee and our customers at our core, we live these values:

Creating a culture of warmth and belonging, where everyone is welcome.

Acting with courage, challenging the status quo and finding new ways to grow our company and each other.

Being present, connecting with transparency, dignity and respect.

Delivering our very best in all we do, holding ourselves accountable for results.

We are performance driven, through the lens of humanity (Starbucks.com).

Marketing Strategy

Schultz first marketing decision should be to incorporate more technology in their businesses. Next Schultz’s need to...