Chapter 1 Defining Marketing for the 21st Century by: It has already happened.
The Starbucks Corporation was founded by three entrepreneurs at the place called Seattle in Initially they were selling of whole bean coffee in one Seattle store and by the year the business had grown tremendously and has opened five stores selling the coffee beans, a roasting facility, and a wholesale business for local restaurants.
When the Starbucks started its business it was only a small retail coffee shop as like the other coffee shops. Howard Schultz was recruited as the manager of retail and marketing and it Starbucks behavioral segmentation Howard who brought new ideas to the owners, but he was turned down.
Schultz in turn opened his own coffee bar was named Il Giornale in based on Italian coffee cafes, selling brewed Starbucks coffee. His intention for the company was to grow slowly with a very solid foundation. For the first two years, Starbucks losses doubled as overhead and operating expenses increased with Starbucks expansion.
Schultz stood his ground and did not sacrifice long term integrity and values Starbucks behavioral segmentation short-term profit.
Starbucks grew to 20 stores by By it grew to stores with plans to open stores by the year Marketing strategy is carrying out segmentation, targeting and positioning. Doing the detailed understanding of the marketplace into strategic decisions and the targeting of appropriate customer groups.
This targeting should emphasise on any differential advantages and adopt a suitable positioning within the target segments Dibb and Simkin, Starbucks has adopted a Differentiation strategy it is a strategy which seeks to provide product or service that offer benefits and should be different from competitors that are widely valued by customers.
The aim this strategy is to achieve advantage by offering better products or services at same or higher price. When Starbucks was launched there were many coffee bars in the United States at that time but Starbucks wanted to stand unique from the others.
Marketing has powerful potential to contribute to the highly important aspects of the organisational competitiveness, namely innovation Kerin, and competitive analysis Varadarajan, and Schulz wanted to innovate and recreate the experience of the Italian coffee bar culture.
Starbucks mainly focused on the strategy of new products, a stronger connection with the customers as the Third place and expanding store locations in the United States and abroad. Market Segmentation is a process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviour that might require separate products or marketing programs is called Market Segmentation Kotler and Armstrong, Initially Starbucks was based as a Socio-Economic segmentation base in consumer Markets as it has concentrated on social class particularly the business class people those who are working at the office and wanted to have a cup of coffee with a good atmosphere and facilities.
Starbucks also had segmented his market by geographic and demographically by selecting the store location where they can find the educated and coffee lovers Dibb and Simkin, After a company has defined market segments, it can enter one or many segments of a given market and should make decision about how many and which customer groups to target Dibb and Simkin, The concept of target marketing is a logical implication of the basic philosophy of marketing Lancaster and Massingham, A company should target segments in which it can profitably generate the greatest customer value and sustain it overtime.
Starbucks wanted to develop a reputable relationship with the customers, Most of companies enter in a new market y serving a single segment, and if this proves successful than they add more segments, initially Starbucks did the same thing targeted the parents with the young children and it was hit concept and it has added more segments by including Teenagers and developed its product range also Kotler and Armstrong, Once the company has decided which market segments to enter it should decide what positions it wants to occupy in those segments.
Market Positioning is arranging for a product to occupy clear, distinctive, and desirable place relative to competing products in the minds of target customers.
A products position is the place that the product occupies relative to competitors in consumers minds. Here in this case the Starbucks has developed a unique market position for their products because if a product is to be exactly same like the others on the market than consumers would have no reason to buy it.
Starbucks has positioned themselves in the market as a highly reputed brand Kotler and Armstrong, In this case Starbucks has planned his positioning in such a way that it distinguish their products from competing brands and give them the greatest strategic advantage in their target markets.
Starbucks has a descriptively simple statement to inspire and nurture the human spirit-"one person, one cup, and one neighbourhood at a time". Starbucks positioning strategy was customer base so that it can give the best service more than what the customers expect.
One of the major concepts in the modern marketing is once the company has decided its overall marketing strategy than it should plan the details of the marketing mix.
Starbucks has a made good decisions on marketing mix tools 3. Starbucks has used Brand name, Quality, Variety and Services as their Product tool which can be concluded by this statement, Starbucks with a good Brand name provides best Quality and with the Variety of Products, it has adopted Quality improvement strategy Kotler and Keller, Initially Starbucks started with the coffee than it has included non-fat milk, cold blended beverages.
Later on stated seasonal offerings such as strawberry and cream Frappuccino, gingerbread latte with some food items like cookies and pastries. Before launching the products Starbucks was getting the approval of the customers.
Though the Price of the Starbucks was higher than the other coffee shops, the customers were ready to pay the amount because Starbucks has developed a luxurious image with all the facilities inside the store.
Starbucks as a good Brand have offered more benefits and facilities and the best quality of products to justify their higher prices Kotler et al, Starbucks has a good distribution channels initially it was selling coffee beans and doing wholesale business for local restaurants.The Disruption of B2B eCommerce.
The perfect storm is about to hit the nearly 1 Trillion $ B2B eCommerce sector. Changing B2B Buyers’ expectations are pushing the need for B2C-like functionalities, at a time where B2B investment in commerce capability is a priority for a majority of B2B CEOs.
Marketing: Burberry Target Audience - Burberry target audience is designed for both sexes however it is dominated by the female target audience who have a high disposable income. Starbucks, the goliath of coffee, has made a name for itself with its customer service. For good or bad, its strategy has helped the company become recognized the world over.
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