The aim of this paper is to analyse the way in which each element of Starbucks’ marketing mix contributes to achieve sustainable competitive advantage in the UK market. In order to identify critical success factors, marketing elements will be examined and contrasted to competitors’ approaches.
Ever since the first coffee houses were opened in the late fourteen hundreds, they have been a gathering place for people to socialise and discuss business. Today, the possibilities of how and where to enjoy a cup of coffee are plentiful and Starbucks aims to set itself apart from other coffee houses by creating an experience around coffee, which caters to people’s lifestyles. As a supplier of high-quality coffee, Starbucks has become one of the most recognised brands worldwide. The company’s approach to doing business and its impressive success story set it apart from other companies and make it an interesting case for analysing retail marketing strategies.
Table of Contents
List of Tables
List of Figures
Introduction
Position in the Market
1. Internationalisation Strategy
2. Market Overview
3. Target Segments
4. Positioning
5. Competitive Strategy
Marketing Mix
1. Product
1.1. Brand
1.1.1. CSR
1.2. Customer Service
1.3. Quality
1.4. Product Range
1.4.1. Health Trend
2. Price
2.1. Customers’ Value Equation
3. Place
3.1. Location
3.2. Store Format
3.3. Convenience
3.4. Distribution Channels
4. Promotion
4.1. Renaissance Plan
4.2. In-Store Communication
4.3. Relationship Marketing
4.3.1. My Starbucks Rewards
4.3.2. Social Media
4.3.3. My Starbucks Idea
5. People
5.1. Employee Satisfaction
5.2. Employee Appearance
6. Physical Evidence
6.1. Store Layout
6.2. Store Environment
Conclusion
Bibliography
Appendix I – Store Manager Interview
Appendix II – Observation Starbucks Christ’s Lane
Appendix III – Observation Nero and Costa