The paper "Designing Brand Experiences" is a great example of a Marketing Case Study. The increased globalization and advancement in technology have led to an increase in competition in the market over the years (Kotler & Armstrong, 2010). Such factors have made contemporary managers understand the importance of building strong brands. Companies which have not taken this heed, has been overtaken in terms of competition and market share. One of the strongest brands today is Starbucks Coffee which has maintained this status over the years (Davis, 2008). This is actually a culmination that is built on a solid foundation.
Starbucks Corporation is a global coffee corporation with headquarters in Seattle, US. It was established in 1971 and has since grown to become the biggest coffeehouse business worldwide (Starbucks, 2014). Its growth over the years has made it open and operate its 23,306 stores across 65 in the world. Being the leading coffee house itself gives a strong message that Starbucks is the strongest brand in the coffee sector in the world. According to the Starbucks website (2014), the company outlets serve cold and hot coffee, micro-ground instant coffee, whole bean coffee, full leaf teas, snacks and pastry. It is in 1971 when three friends, Jerry Baldwin, Zev Seigel, and Gordon Bowker came together to establish Starbuck (Garza, 2010).
Motivated due to love of coffee and exotic teas, the three contributed money worth US$ 1,350 and borrowed US$ 5,000 from an investment bank to start an outlet known as Starbucks Coffee, Tea and Spice in Seattle, US. According to Thompson & Strickland (n. d), they later changed the name to Starbucks Coffee Corporation. According to Garza (2010), it is believed that Starbucks was named given to the store after it was enthused by the poem “ Moby Dick” written by Herman Melville.
In the novel, there was a character called Mary Coffin Starbucks, which brought about the romance aspect of the book. According to the company Starbucks website (2014), the founders understood that the name would evoke the romance of the high seas and also to bring back the tradition of seas faring of the early merchants. Coffee is normally associated with romance, love, and seduction, making couples to fall for coffee.
However, early merchants also loved to hold some business deals over the coffee. The name did not just celebrate rich coffee tradition but also resulted in a feeling of rapport building (Garza, 2010). As such, the founders wanted to win business people, hence came with such name. This is also backed by the fact that Washington is a business and transportation center where different people meet on a daily basis. In a nutshell, it is a strategic place. Starbucks Coffee started as a single store brewing product and providing high-quality coffee and expanded to multiple locations to become the leading coffee roaster in Washington in early1980’ s (Datamonitor, 2005).
It's positioning as the first coffee house in Washington gave it a competitive advantage to stamp its presence and win the heart of many coffee lovers in that location. The population of Washington has continued to grow over the years and is being ranked as the most populous state among the 50 known states. Thompson & Strickland (n. d) contend that traffic has been considered major factor when choosing locations.
Such a population has played a big role in the growth of Starbuck as a strong brand. As stated before, the company has expanded to six continents of the world and continues to increase its stores (Starbucks, 2014). The company has been able to increase its customer base.
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