Starbucks Corporation Case Study Report

Starbucks Corporation Case Study Report

Retail sector has been growing very fast and Starbucks is one of the largest and leading companies in the retail sector. It started in 1971 as a single coffee shop in Seattle. And if we talk of today it is doing business in around 60 countries and has coffee retail stores in around 19000 locations. According to the competitors Starbucks sells premium coffee at a very high price. But Starbucks opposes this argument and says that this is narrow minded approach of its competitors. Mission of Starbucks is “Our mission: to inspire and nurture the human spirit—one person, one cup, and one neighbourhood at a time.” (Rice, 2009)

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Starbucks is headquartered in USA and was started in 1971. It has also expanded in other major countries of UK. In 1998 it had around 650 stores in UK and Ireland. Starbucks has been very good in using and implementing various marketing principles. It is one of the leaders in using social media as media to connect with the customers. The organization is mainly known for selling coffee but it has other products also in its product portfolio such as beverages, pastries, sandwiches and other snacks. Starbucks has around 160000 employees.

 

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Starbucks has positioned itself as very high quality coffee provider in the market. Company has high pricing but it gives worth buying experience to its customers. Starbucks is famous for the quality, taste and services offered to the customers. Starbucks maintain the quality in the longer run and this is possible by giving proper training to the employees. Customer satisfaction is very important for the organization. These reward programs help in customer loyalty and consistent revenue generation. Starbucks is one of the companies which adopted the social media in the early stages. Company has its own website to promote the products and it is also using 6 other platforms which are twitter, Facebook, Pinterest, G+, YouTube, and My Starbucks Ideas.

 

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