Starbucks - A Marketing Strategy Success

Paper Summary:

The paper discusses marketing strategies with specific reference to the Starbucks Corporation. The paper first identifies the different categories it refers to at Starbucks and their relationship with the company. The paper then notes the marketing strategies that create positive relationships with the organization and highlights the stakeholders, customers, investors and leadership roles within the company.

From the Paper:

"This is underlined by one of the first statements of the 2006 Annual Report: "our employees, whom we call partners, want to feel proud when talking to friends and family about where they work" (2006 Annual Report). This shows that the company's marketing strategy as directed towards the employee is one that promotes the idea of working in a privileged company.
"Furthermore, the fact that employees are considered one of the most important resource of the company is clear from the chairman and president and CEO message, identifiable as a marketing approach towards the company employees. As such, they are referred to as "our store partners" (2006 Annual Report, page 1), a clear marketing strategy to share with the employees the responsibilities of building a company that dominates the market and of sharing the benefits resulting from this."

Sample of Sources Used:

• Starbucks Corporation Corporate Social Responsibility / FISCAL 2006 ANNUAL REPORT. On the Internet at http://www.starbucks.com/aboutus/csrannualreport.pdf. Last retrieved on July 17, 2007

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