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Starbucks: Stirring Up a Stormy Brew

STARBUCK S

Mohammad Waqas AslamFaizan Ahmed Khan Asad IqbalNaimat Ullah

Starbucks: Stirring Up a Stormy Brew

Question #1:-in terms of its service and product line how would youclassify starbucks?

Answer:

Starbucks not only focus on the customer but its primary focus is onits employees they give the opportunities to the employees to buy the sharesof the company so as the employee have a sense of ownership as they havesense of ownership they serve at their best which ultimately help to enhancethe services of the company beside this the company expand more onemployees training as on marketing.Initially starbucks focus on the small product line but with the passageof time and having resources and opportunities they increase there productlive like in 1996 they introduce Frappuccino and in 1997 they introduce their flavors.

Question # 2:- As a corporate chain what advantages does starbucksenjoy?

Answer:

They have strong health strategy in regarding their strategy presidentClinton call Mr. Howard and ask about their health care strategy so this isthe advantage for the company.Their strategies are to much good the benefits of their strategies arethese that with out spending to much on marketing company they enjoy ahuge sales.

Question #3:- What are starbucks target market(s) and how has thecompany tried to appeal to them?

Answer:

Starbucks target market by different type of strategies starbucks opencafe starbucks a full service restaurant in Seattle. Three more restaurantswere scheduled to open by the end of the year. Café starbucks offer hot mealand a bar with coffee liqueur drinks this venture is both more costly andmore complex then serving a short of java.Final starbucks has plans to expend internationally it already hascoffee shops in Japan where the lines snake out the doors of those

Starbucks: Stirring Up a Stormy Brew

establishments in spite of the Asian financial crises starbucks also openedshops in Thailand and it snatched up London through a standardized decor use in multiple sites.

Question # 4:- How has starbucks positioned it self? Describe all theactions that starbucks has taken to support its positioning.

Answer:

For positioning it self starbucks take part in social activities beforeopening a new store starbucks develops added value programs that givesomething back to the local community such as the establishment of ahospice food bank or AIDs foundation on a national level in 1997 thecompany inaugurated the starbucks foundation which will provide financialand other support for children in need and children related causes these grossroots efforts take the place of more conventional forms of marketing atstarbucks the company has spend more money on employee training in thelast ten years then it has spend on advertising.To attract new user’s starbucks rolled out a new television advertisingcampaign in the spring of 1997. Starbucks and the add agency wantedsomething simple and unassuming that evokes images of the neighborhoodcoffee house where friends meet to relax and unwind.Starbucks also serve as a sponsor of Lilith Fair in 1998. To exploit itssponsorship to raise awareness of the music festival and to raise funds for women’s organization around the country the company showcased LilithFair artist such as Tara MacLean from Vancouver in its coffee shops.

Question # 5:- Describe starbucks line extensions and explain how theyrelate to one an other. How do they support or detract from the over allbrand image?

Answer: