Starbucks Marketing

Essay by ClatteCollege, UndergraduateA-, December 2014

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Marketing proposal

Being the largest coffeehouse company in the world, Starbucks has a fruitful and wonderful story behind them. In modern days, the challenges that businesses face are getting increasing tough. Starbucks has already proved that they are above the rest and continue to grow even in current competitive and economic situation. Starbucks leading example are a great path for marketers to follow suit as marketing is a significant element in order for business to capture value in return from the target market. By going in depth into Starbucks marketing, our team as marketing students is able to learn and understand the principles of marketing. In addition, throughout Starbucks rich traditions, Starbucks has applied most of the fundamentals of marketing in modern days businesses. Starbucks success, history and marketing activities are the reasons why we had chosen this brand as we believe that we will be able to learn and apply the marketing knowledge toward learning about marketing.

Starbucks marketing enable us to learn what is marketing, aim of marketing, steps in marketing process and finally about the major trends and forces affecting marketing.

Starbucks history and background information

Starbucks began as a coffee importing and roasting company in 1971. The Seattle-based corporation was named after the first mate in Herman Melville's classic novel, Moby Dick. The name reflected the quirky nature of the company's founders, Gerald Baldwin, Gordon Bowker, and Zev Siegl.

The Starbucks Coffee, Tea, and Spice Company started off selling roasted coffee beans to restaurants and the public. In 1982, Howard Schultz (Starbucks Chairman, president and CEO) first walked into a Starbucks store and was attracted to the company ever since.

In 1983, Howard travelled to Italy and was drawn to their coffee bars and the romance of the coffee experience. He then brought...