Case Study: A Perky Way to Productivity

Source-Graham et al (2004

Question 3 . Marketing Mix

In to ensure awareness of the company 's brand in the global market and especially the firm 's target market , Starbuck coffee company has concentrated on designing strategies to ensure that the firm has retained its competitive edge in the market . These strategies include effective use of the marketing mix which entails products , price , place and promotion

Products

In an attempt to serve its target market well , Starbuck coffee company has ensured production of variety of products which are of high quality

br and well designed to meet customer 's need . This has been successful both in US and in China . The firm offers variety of products including drip brewed coffee , Espresso-based hot drinks , coffee beans , salads sandwiches as well as snacks (Schultz and Dori , 1997 . Through these products , the firm is able to meet the ever changing needs of customers as well as their preferences . In the same way , the company has concentrated on introducing new products which include full leaf tea lattes , Tazo Tea Infusions as well as instant via ready . These are aimed at catering for all types of customers since full leaf Tazo tea lattes and Tazo tea infusion are new offers from Starbuck which the company produces in to capture those people who likes tea (Clark , 2007 In this way , Starbuck coffee company is able to gain a large market share since it is able to serve and satisfy all types of customers both in the local and foreign markets

Price

Starbuck coffee company set higher prices for most of its products . This is due to the fact that the firm purchases high quality coffee beans from farmers at a higher price than other coffee bean especially in the US . Although the firm charge high prices for its...