Paper Topic:

starbucks coffee

Starbucks Coffee

A Look Into Its Marketing Strategies

The Starbucks Experience

This one phrase sums up Starbucks Coffee 's approach to attracting more customers . They want the customers to feel that they are not primarily about coffee (Holmes , 2004 . Starbucks chairman Howard Schultz explains further , You get more than the finest coffee when you visit a Starbucks - you get great people , first rate music and a comfortable and upbeat meeting place (Starbucks Corporation , 2007

Indeed , from that single coffee shop in 1971 (Gallo , 2006 , Starbucks has evolved into a global

brand that is a hybrid of a place where you can get good coffee , good music , a good book and where you can meet up with friends or business partners

Initially just another coffee shop , Starbucks morphed into a cozy hang-out place in the mid 1980 's - an idea brought about by Schultz 's visit to Italy . Charmed by the pleasant environment enveloping Milan coffee places , Schultz got convinced that this set-up could work in America hence , the Starbucks of today (Gallo , 2006

Central to the transformation into a comfortable meeting place is not just Starbucks ' irresistible coffee but also a more personal kind of customer service that was achieved through a two-fold approach . First leg of this approach was the inclusion of a wider variety of coffee flavors and other drinks such as chocolate , juice and iced drinks in the menu - as this move gave the customers a wider array of choices , it expanded Starbucks ' market , which initially just covered the coffee-drinking public . Also part of this strategy allowing customers to individualize products by giving them the option to dictate the size temperature and extra ingredients (i .e . whipped cream , coffee strength caramel , etc ) of their favorite Starbucks drink (Gallo , 2006

To strengthen this image of personalization , Starbucks made an effort to build a personal relationship with their customers . In fact , a coffee giant that expanded to 12 ,440 location sin 36 years , Starbucks like to operate like a small , local store where the customers feel like they know the people behind the counters and vice versa (Kiviat , 2006

It 's part of the reason [people] go [to Starbucks] ' attests CEO Jim Donald (Kiviat , 2006 . And to make sure they keep their base of loyal customers (and make sure they continue to add to this base , Starbucks invests a lot on the people working for them - whom they fondly call as partners (and not employees . We realize our people are the cornerstone of our success , and we know that their ideas , commitment and connection to our customers are truly the essential elements in the Starbucks Experience ' Schultz expounds (Starbucks Corporation , 2007 Maintaining a `knowledgeable workforce ' requires Starbucks to give its partners a rigorous 24 hours of training (divided into six classes discussing different aspects of the job ) before being able to stand in the front lines . The logic behind this is that , as Sarah Lockyer writes Starbucks believe that employees should be fully versed in how to make [drinks]...

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