International Marketing Strategy: Starbucks Marketing Plan by Top Papers

International Marketing Strategy: Starbucks
A review of Starbucks' international marketing startegy.
# 143009 | 2,750 words | 10 sources | 2009 | US
Published on Dec 01, 2009 in Business (Companies) , Business (Marketing) , Business (International)


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Description:

The paper relates that Howard Schultz, chairman and chief strategist of Starbucks, has described the company's winning marketing strategy, as follows: "we aren't in the coffee business serving people. We are in the people business, serving coffee (Serwer, 2004, p 68)." The paper explains that this philosophy governs Starbucks' marketing activities from its home town of Seattle to its international operations that have expanded to Europe, Asia and Central and South America, as well as the Middle East.

From the Paper:

"Howard Schultz, chairman and chief strategist of Starbucks, has described the company's winning marketing strategy, as follows: "we aren't in the coffee business serving people. We are in the people business, serving coffee (Serwer, 2004, p 68)." This philosophy governs Starbucks' marketing activities from its home town of Seattle to its international operations that have expanded to Europe, Asia and Central and South America, as well as the Middle East. Starbucks has used three different types of business structures in its..."

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International Marketing Strategy: Starbucks (2009, December 01) Retrieved September 02, 2014, from http://www.academon.com/marketing-plan/international-marketing-strategy-starbucks-143009/

MLA Format

"International Marketing Strategy: Starbucks" 01 December 2009. Web. 02 September. 2014. <http://www.academon.com/marketing-plan/international-marketing-strategy-starbucks-143009/>

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