Starbucks

Paper Summary:

The paper discusses the Starbucks company as an example of how to use marketing strategies not only to gain customer loyalty, but also to connect with the local community. The paper highlights the Starbucks' unique set of marketing strategies which has gained success in the coffee industry. Starbucks has achieved the most important elements of advertising in connecting with customers on a very personal level. The paper highlights how with research and targeted marketing methods, the company provides its customers with a quality product that ensures returning customers. The paper confirms that Starbucks is one of the unique companies in terms of unconventional and targeted marketing.

From the Paper:

"Another important factor in the company's strategy is its resistance to complacency, conservatism and conceit. The company is never satisfied with the existing status quo, and shows it by continually inventing new brands. They take chances and show innovation. This makes the company and its products exciting for customers. This helps Starbucks to retain an image of the young, exciting company that attempts to break the convention with its strategy and its products. The company does this with a policy of continuous innovation and honesty. Another policy is never to compromise the customer's experience for the sake of profit, as seen above. Not only employees, but also customers are seen as the primary stakeholders in the company and as such are treated well. In this, the company focuses on the little touches that make the customer experience something exceptional. The policy is that small things add up to connect the customer with the company, and this ensures returning customers."
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Sample of Sources Used:

• Allison, Melissa. 2006. Starbucks takes unique approach to marketing. Seattle Times. Oct. 12. http://seattletimes.nwsource.com/html/businesstechnology/2003300353_events12.html
• Hanft, Adam. 2007. What you can learn from Starbucks. Inc.com. http://www.inc.com/resources/marketing/articles/20050401/starbucks.html
• Moore, John. 2006. Marketing lessons from Starbucks. Nov. 7. http://www.hear2.com/2006/11/john_moore_auth.html

More papers on Starbucks:

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