The paper "How Starbucks Manage Their Service Provision " is a great example of a marketing case study. The Starbucks Coffee, Tea and Spice Company was founded in 1971 by jerry Baldwin, Gordon Bowker and Zev Siegel. The company aimed at educating and informing consumers about fine coffee (Stanley, 2002). The company was taken over by Howard Schultz in 1987 and from then its expansion kicked off. Ever since the company has grown from a small business into an international powerhouse in the coffee industry through purchasing good quality coffee and pleasant store experience to its customers.
The company has grown such that, according to its 2008 annual report the company had nearly 17,000 stores in 49 countries. The company logo is as shown below; Companies in the modern world understand that there are various methods through which they can make their products more appealing to potential as well as the established customers, and adding value to them without necessarily making changes in the products (Jobber, 1995). This is made possible through a detailed study of all the marketing mix elements so as to align them with the company’ s mission and vision in fulfillment of customer satisfaction and adding value.
It also calls for a company to establish what can be changed as well as identify the effect of such changes on the company’ s earnings as well as the market targeted ( Dibb et al, 1994). The company demonstrates the effectiveness of effective marketing and added value to customers through its strategies. Maintaining high-quality standards of its products and services upheld their close relationship with customers. Through the paper one can see how marketing mix elements were incorporated to support the positioning of the company Marketing mix elements and How the Company Adds value to its customers through its products. Due to the changing and competitive marketing environment, Shimp (1997) notes that the application of marketing mix elements must be able to meet the needs of the targeted market as well as the company’ s objectives.
This is greatly affected by the consumer’ s behaviour which plays a great role in determining how these elements are changed from time to time by marketers. Starbucks has a strong marketing team which is behind its marketing strategies as shown by the chart below; In the modern world, preferences by customers have become more diversified and have changed adversely hence becoming an important factor in making marketing decisions.
(Ramesh, 2008). For instance, most individuals nowadays prefer online shopping as opposed to physically visiting the stores. According to Sandhusen (2000), marketing mix elements are the basic foundation of any marketing strategy as they assist the marketer in establishing a link with the target group. Boyd & Walker (1990) indicates that Marketers are able to formulate marketing strategies based on consumer behaviours since they link up all the market mix elements in any given environment.
Consumer behaviour comes about as a result of a decision-making process within the social environment they are in which as well exerts group pressures on them. This leads to consumers adopting certain buying behaviours as a result of certain factors which affect their thinking (Ramesh, 2008). The success of the company can be attributed to its strong brand as envisioned by its founders. This was achieved by making the customer the focus of their business.
The success of the company is basically attributed to its customer-centred approach aimed at adding value to their customers through quality assurance and strategic mix of the marketing mix elements to achieve its aim. Some of the ways this has been achieved include;
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