The international marketing strategy of Starbucks:
Starbucks is a coffee bar in the U.S. that markets high-quality coffee.When we talk about the brand awareness the company seeks to distinguish itself from competitors by placing the product quality (including the quality of coffee beans) in the heart of its strategy, and Starbucks is primarily a concept, that sells this "experience" that is to say, the atmosphere of coffee, has a personalized service.
This standardized marketing strategy reduces production costs and marketing, and it also conveys a consistent image of the company worldwide.
Ignorance of the specific market remains the main drawback of this type of marketing. After various studies, it was shown that Starbucks was identified as the place where we find ourselveswhen it rains. The consumption of French is not similar to that of Americans.
Tags : Starbucks, international marketing strategy, personalized service
[...] that sells high quality coffee. The reputation of the brand: the company seeks to distinguish itself from its competitors by placing the product quality (including quality of coffee beans) in the heart of its strategy, but Starbucks is primarily a concept, it sells an "experience" that is to say, the ambiance of coffee, personalized service. This standardized marketing strategy reduces production costs and marketing, it can also convey a consistent image of the company worldwide. Ignorance of the specific market remains the main drawback of this type of marketing. [...]
[...] For Starbucks, the best support is the shop. It has therefore set up an expansion program in clusters which sometimes leads to an overrepresentation (voluntarily sought) outlets. This is to improve accessibility and customer intimacy and strengthen brand image. This distribution policy also ensures economies of scale in marketing and distribution. Communication • Public Relations In general, implementation of the chain is free of advertising. The company is all about public relations, choosing a local agency. Starbucks reinforces certain messages depending on the country. [...]
[...] Starbucks treats its image as citizens in countries where it implants. III- For some products, particularly in luxury or natural goods, there is no visible difference. A bottle of Evian water is the same in France as in Italy. It is the same for Louis Vuitton handbags. We also find this strategy in the sector of high technologies and create products that benefit from the effects of the image of the country of origin. [...]
[...] Finally, there is not enough turnover, or control. The lack of flexibility and ability to respond to competition and that any involvement of local staff is also a risk to fear with such a strategy, based on the principle of NIH (Not In Here), a risk that would be more damaging to a Starbucks that places are of considerable importance in the home of its customers. II- The marketing mix The marketing mix refers to the comprehensive set of policy decisions of product , the price of distribution and communication of products for a company . [...]
[...] The first application allows you to locate Starbucks stores, to obtain details on specific blends of coffees and nutrition information. The second application is related to the loyalty card, allowing holders to pay with their phones. • A citizen image Starbucks differentiates early from its competitors by its no-smoking policy. Its communication strategy focuses not on arguments but on health protection of the coffee flavor. Another value of the company is to contribute to improving the lives of coffee farmers by making donations to charities. [...]
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