Starbuck

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1.Company Background: Starbucks was founded by Jerry Baldwin, Gordon Bowker, and Zev Siegl,
opening its first store in 1971 near the historic Pike Place Market in Seattle. The three Starbucks
founders had two things in common; they were all coming from academia, and they all loved coffee
and tea. They invested and borrowed some money to open the first store in Seattle and named it
“Starbucks” after the first mate in Herman Melville’s classic novel Moby Dick.

2.Brand Identifications: Starbucks personality is stylish, trendy and quality-orientated. The brand’s
persona is delivered through their customer service interactions, their packaging, their store décor,
their product offerings and their corporate culture. Through the brand’s retail store, the company is

able to communicate the brand’s personality

3.S.T.P (Segmenting. Targeting. Positioning):

Segmentation: 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, 1996).

Targeting: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, 2006).

Positioning: 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, 2006). 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. Starbucks has gained a competitive advantage over customer satisfaction and
employee satisfaction as Starbucks had developed its positioning strategy based on the customer
and provided the utmost facility in terms of layout, furniture to the music, and in terms of employee
satisfaction Starbucks make employee as a partners and gave them a personal security with a
freedom to participate in the every decision of the business and make it successful (Porter & Miller,
1985, Porter, 1998).

4.Competitors (P.O.P and P.O.D)

5.SWOT Matrix
Marketing Mix Strategies or IMC