Today’s article is for all the
coffee lovers. We are going to investigate the strategies of the famous coffee
company Starbucks. A vast majority of you has been to Starbucks and has tasted
its delicious coffees. This brand is famous all over the world and counts with 21,160
stores in 63 countries and territories, starting out with one store in Seattle.
It is even a fashion to drink the “Starbucks coffee”. But what makes a single
coffee so special?
Take a minute to think about if you
have ever seen a conventional advertisement in the newspaper or television of
Starbucks, like from big companies such as Mc Donalds? The answer is no or only
very few times. The company has tried very hard to avoid traditional marketing
in order to give it a name.
They rely on the excellent quality
of the coffee combined with a cosy atmosphere in order to create customer
satisfaction. Everyone feels comfortable on the relaxing sofas at the coffee
shops, which makes it a good possibility to escape the stress of every day’s
life. Even though the price of a coffee is higher than at another coffee store,
the customers seem to accept it, without hesitating.
The customer satisfaction is also established
by the treatment one perceives by entering the store. You can create your own
coffee out of different flavours. At the end the employee asks you for your
name to write it on the cup. This way, the customer feels unique and as a
participant in the process of making his own coffee.
Every season, they make special
offers related to Christmas, summer, etc. So there are always new flavours to
discover. Combined with the high quality, it is a good marketing strategy,
which produces a customer loyalty. The customers come back regularly and tell
their friends and families about it. The company counts strongly on
Word-of-Mouth marketing.
Furthermore, they have created a “Starbucks
community”, where individuals can register and share their Starbucks experiences
with others. The community not only brings people together, but it also helps
the company to improve their services, because they are involved actively in
the discussions.
In our opinion, the company did a
great job to become the Starbucks we now nowadays, considering they started out
with a single store and a simple concept. Every company should take Starbucks
as an example for its successful marketing strategies.
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