able of Contents
- Executive Summary
- Brand History and Profile
- Background about the Industry
- Company’s Mission Statement
- SWOT Analysis
- Marketing Strategies
- Positioning
- Branding
- Company’s Marketing Mix
- Product
- Price
- Place
- Promotion
- Advertising
- Personal selling
- Promotions
- Public relations
- Consumer Analysis
- Trends
- Segmentation
- Behavior
- Brand Inventory
- Elements
- Current marketing programs
- POPs and PODs
- Branding strategies
- Brand portfolio analysis
- Competitors’ brand inventory
- Strengths and weaknesses
- Brand Exploratory
- Brand associations { Brand positioning analysis
- Brand Equity Evaluation
- Strategic Brand Management
Executive Summary
Starbucks Coffee is the world’s largest coffeehouse company, with over 30,000 stores in over 80 countries. Starbucks is known for its high-quality coffee, comfortable atmosphere, and extensive menu of food and beverages.
Starbucks’ brand is one of its most valuable assets. The company has a strong brand identity and is associated with quality, convenience, and community. Starbucks has also been successful in building a loyal customer base.
However, Starbucks also faces some challenges. The coffee industry is competitive, and Starbucks is facing increasing competition from both traditional and non-traditional competitors. Starbucks is also facing rising costs and increased scrutiny from consumers and regulators.
Despite these challenges, Starbucks remains a strong brand with a bright future. The company has a number of strengths, including its strong brand identity, loyal customer base, and global reach. Starbucks is also well-positioned to capitalize on emerging trends in the coffee industry, such as the growing demand for cold brew and specialty coffee drinks.
Brand History and Profile
Starbucks was founded in 1971 in Seattle, Washington. The company’s original name was Pequod, but it was renamed Starbucks in 1976. The name Starbucks is inspired by the first mate in Herman Melville’s novel Moby Dick.
Starbucks began as a small coffee shop that sold roasted coffee beans and tea. However, the company quickly expanded its menu to include coffee drinks, pastries, and other food items. Starbucks also began to open new stores in other cities and states.
In the 1990s, Starbucks began its international expansion. The company opened its first store outside of the United States in Japan in 1996. Since then, Starbucks has opened stores in over 80 countries.
Today, Starbucks is the world’s largest coffeehouse company. The company has over 30,000 stores in over 80 countries. Starbucks sells a wide variety of coffee drinks, pastries, and other food items. The company also offers a variety of coffee-related products, such as coffee beans, coffee grinders, and coffee mugs.
Background about the Industry
The coffee industry is a large and growing industry. The global coffee market is worth over $100 billion. The coffee industry is also a competitive industry. There are a number of large coffee companies, such as Starbucks, Dunkin’ Donuts, and McDonald’s, as well as many smaller coffee shops and cafes.
The coffee industry is facing a number of challenges. One challenge is the rising cost of coffee beans. The cost of coffee beans has been rising in recent years due to a number of factors, including climate change and increased demand from emerging markets.
Another challenge facing the coffee industry is the growing demand for cold brew and specialty coffee drinks. Cold brew coffee is a type of coffee that is made by steeping coffee grounds in cold water for 12-24 hours. Specialty coffee drinks are coffee drinks that are made with high-quality coffee beans and unique flavorings. The growing demand for cold brew and specialty coffee drinks is putting pressure on coffee companies to innovate and expand their menus.
Company’s Mission Statement
Starbucks’ mission statement is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” This mission statement reflects Starbucks’ commitment to providing its customers with a high-quality coffee experience and to creating a welcoming and inclusive environment.
SWOT Analysis
Strengths
- Strong brand identity
- Loyal customer base
- Global reach
- High-quality products
- Convenient locations
- Extensive menu
Weaknesses
- High prices
- Competition from traditional and non-traditional competitors
- Rising costs
- Increased scrutiny from consumers and regulators
Opportunities
