Starbucks Coffee Case Study by hicaliber

Starbucks Coffee
This paper examines the successful marketing strategies employed by Starbucks Coffee.
# 94561 | 1,094 words | 3 sources | MLA | 2007 | US
Published on May 01, 2007 in Business (Companies) , Business (Marketing)

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In this paper, Starbucks Coffee messaging is analyzed from a promotion and pricing analysis perspective, with specific attention to television, Internet and point-of-purchase media strategies. Starbucks' promotional messaging is analyzed in the context of each media strategy the company has chosen to use, including how the company positions its products for its target markets. The paper also evaluates how Starbucks' product life-cycles are rapid and marked with high levels of innovation. The paper concludes that due to Starbucks' many lifetime customers and a product strategy that never stops due to the multi-hemisphere focus of the company, Starbucks dominates global coffee service today.

Messaging Analysis
Analysis by Media Strategy

Sample of Sources Used:

  • Citigroup Research (2006) - SBUX: Too Hot For Us. Citigroup Global Markets Research. May 16, 2006.
  • Mintel Research, 2006, A Classy Cup of Coffee, Convenience Store News March 15, 2006. Retrieved April 28, 2006, from
  • Starbucks Profile, 2005 - Starbucks Corporation. Company Profile. June, 2005. DataMonitor Corporation. New York, NY.

Cite this Case Study:

APA Format

Starbucks Coffee (2007, May 01) Retrieved December 07, 2019, from

MLA Format

"Starbucks Coffee" 01 May 2007. Web. 07 December. 2019. <>