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Starbucks Marketing Analysis

In: Business and Management

Submitted By NiceGuy87
Words 1449
Pages 6
MKG631 Strategic Marketing

Abstract
This paper takes a closer look on the brand Starbucks, a world-wide known brand in the coffee industry. The Starbucks brand, which also stands for a certain lifestyle, will be analyzed and broken into three different parts. The first part of the paper will create a brand personality profile for the brand Starbucks. The second part will focus on the brand mantra of the product. The last part will analyze the brand equity.

Brand Personality
Starbucks is a company started in 1971 in Seattle, Washington by Jerry Baldwin, Zev Siegel and Gordon Bowker. They named it “Starbucks Coffee, Tea and Spice”. Their main product was to offer exceptional coffee drinks, coffee beans and coffee related equipment. As of today Starbucks is represented in over 60 countries with more than 20,000 stores. Starbucks runs with their mission statement:

“To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

Before analyzing the brand Starbucks this paper takes a look at how Starbucks sees themselves first. According to their website Starbucks offers main priority in offering coffee is quality. Their passion is about ethically sourcing out the finest coffee beans, roasting them with great care and improving the lives of people who grow them. Starbucks does not just care about the coffee product itself but also what is around it. For Starbucks, they start interacting with the customer with a promise of a perfectly made beverage, but for them it goes far beyond that. They want to fully engage, laugh with and uplift the lives of their customers. Human connection plays a major role in their customer satisfaction. Starbucks stores should represent a sense of belonging, Starbucks wants to offer a place which breaks all the worries, where customers can meet their friends and enjoy life to the fullest filled with…...

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