1. IT’S ALL ABOUT
STARBUCKS
- Vijayalaxmi Jena

2. CONTENTS
Introduction
Mission strategy
Product range- line & mix
Marketing mix
Business expansion & brand
management
SWOT analysis
Marketing strategy
Business model
Competitors

3. INTRODUCTION
Starbucks corporation is an American coffee company and coffeehouse chain.
Founded in Seattle, Washington -1971
By Jerry Baldwin, Gordon Bowker, Zev Siegh.
President and CEO- Howard Schultz
Today it operates in 23,768 locations worldwide across 62 countries.
Places high value on ethical behaviour and company-wide diversity.
Offers espresso menu items, refreshments and pastries, merchandise, brewing accessories, gifts and
books.

7. MARKETING MIX
PRODUCT
The component of the
marketing mix focuses on what
the business offers to
customers:
1. Coffee
2. Tea
3. Pastries
4. Frappuccino beverages
5. Smoothies
6. Merchandise (mugs, instant
coffee, etc.)

8. PLACE
This component of marketing mix
determines the venues at which
customers can access the products.
1. Cafes
2. Online stores
3. Starbucks App
4. Retailers

9. PROMOTION
This component of the marketing mix refers to the communication strategies
used to disseminate information about the firm and its products.
Starbucks’ promotional mix is as follows:
1. Advertising
2. Public relations
3. Sales promotions

10. PRICING STRATEGY
•Premium pricing strategy
•The pricing strategy takes advantage of
behavioral tendency of people to purchase
more expensive products on basis of (high
price-high value)
•The company’s products are more expensive
than the competing products like McDonald's
Premium Roast.
•Through this pricing strategy, the company
maintains its high-end specialty image.

16. MARKETING
STRATEGY
Brand
Marketing
Perfect cup
of Coffee
Third Place
Customer
Satisfaction
Creating A
Community
Smart
Partnerships
Innovati
on

20. COMPETITORS
McDonalds Dunkin Donuts
Second Cup
New World
Coffee
Caribou Coffee