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Integrated Global Marketing Case Study

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Integrated Global Marketing Case Study
Capella University
MBA 6012
Integrated Global Marketing

COMPANY Since 1971 Starbucks Coffee and Tea has set out to be a different kind of company. Starbucks started out as a single store in Seattle’s historic Pike Place Market with a narrow storefront and some of the world’s finest fresh-roasted whole bean coffees. In 1981 a customer named Howard Schultz walked into Starbucks and had his first cup of Sumatra coffee. From then on Schultz was drawn to the company and joined a year later. In 1987, with the help of some investors, Schultz purchased Starbucks. Schultz’s mission for the company was to inspire and nurture the human spirit. Today, Starbucks is located in 62 countries having over 18, 000 stores in the world.
MARKETING BASE
When Starbucks opened, they use an undistinguishable marketing strategy and created a mix as a single segment. The difficulty in using this strategy is developing a brand that to caters to all customers. Considering that Starbucks has superior quality and only a few base products, the company developed a target strategy that did not compromise quality and satisfied all customers through relationship marketing. The goal was to foster customer loyalty, interaction and, long-term engagement which are attributed through the company’s quality, product class, and prices.
Products
1. Starbucks specializes in coffee, tea, and associated beverages. a. Italian-style Espresso and Cold-blended beverages b. Latte, Macchiato, Cappuccino, Mocha, and Frappuccino c. coffee related paraphernalia 2. Tazo Tea (Starbuck only brand) and Chai Tea d. Varity of flavors; iced tea, lattes, lemonades, hot or cold (Tazo) e. Spicy black teas- cardamom, cinnamon, anise and black pepper
Pricing
1. Starbucks uses price increases to separate itself from cheaper coffee...

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