The paper "Marketing Analysis of Starbucks" is a great example of a marketing case study. The characterization of global consumerscape is based on a vast array of global cultural, economic and technological flows. These flows provide the connection of different consumer cultures in a very complex manner. More often than not, global cultural flows result in the re-appropriation of cultural practices in their places of origin following a sanctioning process in the western hotbed of consumer culture production. The re-appropriation involves a servicescape which is seen as the unutilized ability of a consumerscape which is utilized when consumers alter the resources in their surroundings that is made for their own purpose.
Under servicescape, the consumption behavior of consumers is shaped by how the physical and material settings are built and designed. The servicescape is transformed into a consumptionscape by consumers when they act to manipulate the resources of servicescape to achieve their own purpose. To do this, consumers engage in the construction of experiences that are in line with their themes of life and projects. They use this to connect culturally embedded meanings and rituals. Why Starbucks Starbucks is a global coffee and coffeehouse chain.
It has over 16,858 stores in over fifty countries. It sells drip-brewed coffee, in addition to espresso-based hot drinks, coffee beans, hot and cold drinks, salads, sandwiches, Panini, snacks, pastries and other items such as tumblers and mugs. Starbucks is chosen for two main reasons (LePla et al. , 2003). First, Starbucks is set in a strategic environment that is a boost to the firm’ s business. The store design of Starbucks is qualitative and this enhances the firm’ s commitment to quality coffee products.
Second, the firm has directed its energy towards the management of consumer satisfaction as a global strategy. This entails what is drunk by the consumers, the interaction between consumers and the store workers, the aroma of coffee in the air, the environment in which the store is set, music played in the background which provides entertainment to consumers and the overall ambiance of the Starbucks stores. Starbucks is a renowned brand that connects emotionally with the young, professional and upwardly mobile market. Starbucks has a disciplining space and is oriented toward lifestyle.
This separates Starbucks from other coffee shops. The model used at Starbucks encourages participatory line movement which ensures efficiency and production. Starbucks has established a productive syntax which ensures that a high yield of drinks is produced within a limited time. Starbucks has become a space of self-actualization. Starbucks is experienced in three ways: people, place and product. Customer connection is experienced via people (Glyn & Alistair, 2009). The new automatic machines at the firm are faster and encourage personal connection between the baristas and the customers are the core of Starbucks experience.
The stores are designed to take on a more streamlined feel to encourage efficiencies. Approach at Starbucks results in emotional connection with customers and encourages customers to share in the success of the Starbucks business (Michelli, 2007). Marketing of Starbucks The marketing strategy of Starbucks differs from conventional marketing strategies. Starbucks does not use conventional advertisements such as billboards, posters or newspapers. The following are some marketing strategies that Starbucks has employed. First is the "perfect cup of coffee". Under this strategy, the emphasis is placed on product quality.
The rich, delicious taste and aroma of Starbucks products are known to satisfy customers even if they are slightly more expensive. The second strategy is the "third place". This marketing strategy involves the creation of an alternative place for workers to go after leaving work or home (Keller, 2002). The creation of this relaxing and unique experience and atmosphere has been instrumental in the marketing of the firm's products and attraction of customers. The third marketing strategy employed by Starbucks is "customer satisfaction.
The firm has set itself apart by ensuring that the customer experiences satisfaction from the time he/she enters the premises of the firm up to the time the customer leaves the store. This ensures that the consumers feel the uniqueness of enjoying their Starbucks coffee experience. Another marketing strategy employed by Starbucks is "creating a Starbucks community". This involves the creation of a community around the Starbucks brand. This entails encouraging customers to write about their experiences with Starbucks on the website of the firm. The firm also works hard to ensure that it personally joins in the discussion.
"Smart partnerships" is another marketing strategy used by Starbucks (Schmidt & Chris, 2002). The firm has been involved in the creation of strategic partnerships which have helped it to grow its business and to increase its sales. Starbucks employs "Innovation" as a marketing strategy for its products (Ind, 2004). The firm has been involved over the years in devising ideas that are both innovative and creative to enhance the quality of their products and services. This has seen them add various innovative coffee flavors and new food products on the menu.
Innovativeness and creativity have also seen the firm become one of the first firms to offer internet capability in their stores. The final marketing strategy employed by Starbucks is "brand marketing". This is usually 3focused on word of mouth advertising in addition to allowing the high quality of their products and services to speak for themselves. This strategy has made the firm to be successful for many years. The marketing strategies employed by this firm has enabled it to individualize each of its outlet based on the surrounding communities.
Craig, J. 2004. The Starbucks Brandscape and Consumers’ (Anticorporate) Experience of Glocalization, Journal of Consumer Research vol. 31, pp. 631-645.
Glyn Atwal and Alistair Williams 2009. Luxury brand marketing – The experience is everything! Journal of Brand Management 16, 338–346.
Ind, Nicholas, 2004. Living the Brand. London, UK: Kogan Page Limited.
Keller, Kelvin. 2002. Strategic Brand Management: Building, Measuring, and Managing Brand Equity (2nd Ed). New York: Oxford University Press.
LePla, F. Joseph, Susan V. Davis and Lynn M. Parker, 2003. Brand Driven. London, UK: Kogan Page Limited.
Michelli, Joseph, 2007. The Starbucks Experience. New York, NY: McGraw-Hill.
Schmidt, Klaus and Chris Ludlow, 2002. Inclusive Branding. New York, NY: Palgrave MacMillan.
Schroeder, Jonathan E. and Miriam Salzer-Moerling, 2006. Brand Culture. New York, NY: Routledge.