Starbucks APA Paper Final - 1952 Words

Starbucks Jeremy Sigler Eva Stefferud Pamela Zipfel Natonya Wachs Herzing University Starbuck’s History The first Starbucks opened in 1971, in Seattle’s historic Pike Place Market. The name, inspired by Moby Dick. Howard Schultz (Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store. â€Å"He had a vision to bring the Italian coffeehouse tradition back to the United States. A place for conversation and a sense of community.† A third place between work and home. From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection. (Company Information | Starbucks Coffee†¦show more content†¦In the home segment, specialty coffee was estimated to be 3.2 billion. Starbucks only had 4% of this market. Starbuck has not obtain more of the market share verses their competitors. (Bukhari, 2012) Consumer Analysis Starbucks started its growth in the early 1990s, with a game plan for Atmosphere, Quality Coffee, Customer Service, and Partner (employee) Satisfaction. Customers find the stores Welcoming and friendly for a great place to meet friends for a great cup of coffee or a local place for a great cup of coffee and a good book. Starbucks worked with coffee growers to offer a consistent brew and enforcing standards that have become the industry’s norms. Starbucks have put a lot into their training program to ensure properly trained employees to provide that consistent cup of coffee as well as improve employee retention. Starbucks believed in happy employees would promote a better experience for the customer. Since the 90s Starbucks have followed their 3 step plan. 1. Atmosphere: Every time you walk into a Starbucks, you know you will be greeted with a smile and a friendly attitude. 2. Continuity of Brand and Product: Every Starbucks has a similar feel, and your drink order will ta ste the same whether you are in New York or Spain. 3. Employee Satisfaction and Training: The training of the staff, in both how to be personable with customers and knowledge of the product offeringShow MoreRelatedStarbucks Marketing Mix1503 Words   |  7 PagesStarbucks Marketing Mix ï ¿ ½ PAGE * MERGEFORMAT ï ¿ ½2ï ¿ ½ Starbucks Marketing Mix Successful organizations understand the importance of a strong marketing strategy to satisfy customers and sustain growth. Making the right decisions depends on several variables. The purpose of this paper is to describe the four elements of marketing mix and share how Starbucks has implemented an effective and powerful marketing strategy to become the worlds largest coffeehouse chain. 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