1.Mission Statement:
The Starbucks Mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
A few of the principles that starbucks employees live by every day are as follows:
Coffee
It has always been, and will always be, about quality. They're passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. They care deeply about all of this; our work is never done.
Partners
The employees are called partners, because it’s not just a job to them, it’s their passion. Together, they embrace diversity to create a place where each of us can be ourselves. They always treat each other with respect and dignity. And hold each other to that standard.
Customers
When the starbucks partners are fully engaged, they connect with, laugh with, and uplift the lives of the customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but the work of a starbucks partner goes far beyond that. It’s really about human connection.
Stores
When customers feel this sense of belonging, the stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity.
Neighborhood
Every store is part of a community, and starbucks takes the responsibility to be good neighbors very seriously. They want to be invited in wherever they do business. Starbucks can be a force for positive action – bringing together partners, customers, and the community to contribute every day. Now they see that their responsibility – and the potential for good – is even larger. The world is looking to Starbucks to set the new standard, yet again. They will lead.
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2. Product Concept:
The Starbucks experience wraps around the idea that everyone should be allowed to have a great cup of coffee in a comfortable environment for a reasonable price. This concept over the years has shown mass appeal to all the different generations.
Starbucks realized early on the potential of reaching out to multiple generations and this method has proved to be very victorious for them.
Their main focus, however, is at college students. Part of Starbucks appeal is its clean and hip
appearance and interior. With a younger crowd as their target market they will maintain this trendy image.Today they still continue to reach out to all ages. From the create your own frappuccino targeted mainly at Generation Y to the Starbucks petite snacks made for the Tweens that come in and out of the many different store locations, there is something offered to every person. Which in turn makes every individual happy and keeps them coming back on a weekly basis.
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3.SWOT Analysis:
Weaknesses: A few of Starbucks weaknesses are as follows; they price their food and beverages too high, they wont promise that their aren't any modified ingredients in their food and beverages, they had to make a Starbucks Workers Union for the employees so they have a safe place to form a complaint about an employer because some "partners" felt they were being pushed to much to be "perfect"
Opportunities: Their are a lot of opportunities for Starbucks externally, especially in Indonesia. They are one of the top leading countries in Starbucks growth. They also have better publicity opportunities with their eco-friendly changes. Starbucks in adapting with the changing environment and are making positive changes that are helping them to succeed in the future.
Threats: Some things threatening Starbucks are; the economic crisis, people dont have the extra cash like the used to to spend on luxury coffee and drink items. The idea that they might run small business (cafes) out of business because that could lead to customers boycotting their product. Other coffee mega names getting more popular and making a bigger name for themselves. And a revolt from their employees if they feel they are being paid too little wages for the amount of work that goes into a shift.
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Marketing Objectives:
1. To continue its so far successful global marketing strategy.
2. To produce high quality products for its target market.
3. To continue to better itself ethically as a company by going further in the environment to better it.
4. To create a better tomorrow by helping children. Donating more money, time, and effort to promote childrens education and future.
5. To maintain the image that is Starbucks and to remain the dominating coffee producer.
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4. Retailing Activities:
Starbucks retailing success is focused around their notable use of the retailing mix; place, product, promotion, price, presentation, and personal.
Due to this company's growth it is a very common thing to see a Starbucks Coffee as you go through your daily routine. They are always convenient, quick, and plentiful. This fact gives Starbucks a strong upper hand over their competition.
Merchandise is a strong component to their retailing mix. Besides all of their different assortments of coffee beverages they offer tasty snacks, ground coffee by the pound, and coffee mugs, thermos's, and other Starbucks brand goodies.
Every store offers free Wi-Fi to their customers. Besides that Starbucks has an application on all of the major smart phones on the market. This application allows the customer to become more interactive in their daily encounter with their coffee.
Starbucks use of premium products allows them to charge a little more for their products than your local deli, however; because they use a higher quality product their drinks and food are also a high quality than a deli. This is what helps to keep their loyal customers as the years go on.
Every Starbucks store has a very comforting feel to it. They are very clean and well-kept. So many people come back to Starbucks to do whatever work they have to do for either school or work.The spacious coffee shops are centered on and around customer satisfaction.
The baristas that work at any Starbucks are hired based on their friendly disposition and are trained to aid a customer in whatever they can in that moment. Starbucks employees are a key ingredient in what makes this coffee empire still so much like a mom and pops organization.
All of these retailing activities are what makes Starbucks such a well run company and what continues to make it the most popular coffee house world wide.
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5. Magazine Advertisment:
At Starbucks we know how fundamental coffee is to your daily routine. When you come into one of our stores it is our job to make your day that much more enjoyable. That is why we make sure that our hearts go into making every cup. You can taste it for yourself. Enjoy a signature blend made just for you today, because it's not just coffee, it's Starbucks.
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6. Sales Promotion:
Help Starbucks help the world
As you may already know, Starbucks strives to be as eco-friendly as we possibly can. We want to help you become more environmentally involved, and in turn help save the world one cup at a time.
For every Starbucks mug or thermos that you purchase in one of our many locations from November 1, 2011 to March 31, 2012 you will receive a $5 gift card from us for your future purchases.
We also encourage you to bring in that mug or thermos for reuse with our pre-existing discount promotion that gives you 10 cents off your drink purchase at any time.
This promotion would fall under the coupons and rebates option for the different tools used in sales promotion. They could have advertisements to promote this announcement. They could use their applications with all the different smart phones to show the consumer the benefits of using a mug or reusable travel mug. It would also get a higher sales rate for their other merchandise, which is slowly on the rise. No longer is Starbucks a coffeehouse alone. They will always be able to sell their different coffee beverages. This will boost other components to their business.
They would try this promo in select stores first to see how it catches. If it proves to be successful then they could do a similar promotion later in the year.
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7. Integrated Marketing Communications:
All the messages would revolve around the holiday drink called Pumpkin Spice Latte.
1. The first medium would be traditional advertising, which for Starbucks would be a video launched through their website that would later make it to Youtube. The message would say something along the lines of, "the holidays without a Starbucks Pumpkin Spice Latte is like Santa Claus without reindeer. Impossible. The Pumpkin Spice Latte is back! Come into Starbucks today and enjoy one for yourself." The contact point would be through the internet.
2. The next medium would be interactive. For all of the rewards members they would be able to see an advertisement for the drink with their phone. "Back for the holidays, your favorite... the Pumpkin Spice Latte." Also with their Starbucks app they would be able to view all of the nutritional facts about it to help their decision to buy. The contact point for this would be through a cellular device.
3. The next medium would be personal selling. They could have Starbucks "partners" in the store giving samples of the drink. They would be able to talk to people there about it. It would be on a personal level. The contact point is face to face.
4. The last medium would be sales promotion. There would be signs in the stores with a picture of the drink and a one line advertisement saying, "You wait year round for just one thing." The contact point would be in store. It could also be face to face because there would be partners there who could talk to the customer about it and make the sale.
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8. Prediction for 2012
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8. Prediction for 2012
In addition to their yearly ambition to remain Americas (and the worlds) number one coffee house, I predict that Starbucks, for the year of 2012, will take bigger steps in their pursuit to become more ethically and socially responsible. They are already well on their way with the different extras that they do, from Project RED to the program that helps with future jobs for Americans, I believe that 2012 will bring new and great ideas for Starbucks to help communities everywhere.
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9. Long-term Actionable Strategy
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9. Long-term Actionable Strategy
Starbucks over the years has grown more and more successful and has converted more and more people into coffee drinkers. They will continue to grow and be the leading coffee house that they are by continuing to have a strong competitive advantage, by appealing to the public more by being more ethically and socially responsible, and continuing to release more items that appeal to a larger target market. Times are changing and people are now becoming more aware of the harmful effects of the world. These realizations are only going to grow with time. So long as Starbucks grows with this change and adapts by doing things to help the earth they will continue to have a competitive advantage. They will also become a more responsible business in the process. Starbucks ability to adapt and create drinks and food for all different types of people will create a strong bond with the public which will result in higher sales. Over all, Starbucks willingness and ability to deal with change will be what continues to make them successful in the future.
