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Starbucks Marketing Analysis

UNIVERSITY OF REDLANDS

MARKETING MANAGEMENT

BUAD 680

INDIVIDUAL: CASE SUMMARY

14 OCTOBER 2006

STARBUCKS CORPORATION – ASSESSMENT AND EVALUATION OF MARKETING

STEPHEN ANSUINI

Introduction

Headquartered in Seattle Washington, Starbucks Corporation is a premium coffee retailer offering a wide selection of hot and cold beverages, pastries and light deli fare, coffee accessories and equipment. Starbucks opened its first location in 1971 at Seattle's Pike Place Market and within 20 years held its initial public offering and now has over 8500 retail locations in 32 countries. "Each store varies its product mix depending upon the size of the store and its location. Larger stores carry a broad selection…smaller stores…a more limited selection" (www.investor.reuters.com). Store locations follow the example set by the fast food industry and are typically located in high traffic and high visibility areas in a variety of urban and suburban settings.
Today, Starbucks has achieved their mission statement to; "Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow." (www.starbucks.com). This is accomplished through the purchase and sale of high quality beans and an aggressive expansion of retail operations, along with a strong social and environmental commitment. Starbucks has also realized substantial success through deliberate and intentional partnerships and affiliations with business partners that hold the same high social and environmental standards. Through aggressive marketing and branding, and at a higher price point then competitors, Starbucks has attained market nce.

SWOT Assessment

Strengths
• Starbucks has strong global brand recognition built on a solid reputation for premium products and is well known with consumers for making high quality beverages, food and associated goods.
• Starbucks has established six guiding principles,...