History of Starbucks

In: Business and Management

Submitted By albakarr
Words 2660
Pages 11
. Executive Summary

Starbucks is undoubtedly one of the most – if not the single most – successful coffee chains of the last few decades. This assessment seeks to explore the Starbucks brandscape through an external analysis of the economic, competitive, social, demographic and legal and regulatory factors of the coffee market. Application of the Marketing Mix, a detailed consumer analysis, as well as an examination of future implications for the brand will also be addressed.
In a market of 1.5 billion, the Canadian coffee and tea industry accounts for nearly 1.1% of the total value of food and beverage sales of goods manufactured in the sector. A growing target market for this industry includes university and post-graduate students ages 18-29 living in urban areas. These two segments “account for the largest portion of gourmet coffee drinkers” Starbucks has capitalized on this target market and has become one of the most dominant forces in the coffee and tea industry.

Besides their commitment to selling quality products, Starbucks is one of the most socially engaged companies in North America. From ethical outsourcing, promoting diversity within the company, community involvement and youth leadership, as well as being environmentally conscious, Starbucks has created a brand that has proven to be extremely marketable and profitable in the ever-growing socially conscious society.
The future of Starbucks is promising. However, in order to continue being market leaders Starbucks needs to continually strive to be innovative and creative. Starbucks must continue to take progressive leaps such as: technological and social media engagement, as well as remain committed to the socially conscious pillars the brand has been founded upon.

2. Company Background

Starbucks has handcrafted a truly unique brand experience. Founded in 1971, in Seattle, Washington, by…...

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