ACADEMY OF LANGUAGE STUDIES

SHAH ALAM

BACHELOR OF APPLIED LANGUAGE STUDIES (Hons.)

ENGLISH FOR PROFESSIONAL COMMUNICATION

MKT410
INTRODUCTION TO MARKETING

ASSIGNMENT TITLE
MARKETING MANAGEMENT PHILOSOPHIES

NAME OF COMPANY
STARBUCKS CORPORATION

TYPE OF COMPANY
CORPORATION

PREPARED BY:
NO NAME STUDENT ID

1. NUR HAMIZAH BINTI MOHD YUSOF 2021730885

PREPARED FOR
DR. HASMAN BIN ABDUL MANAN

SUBMISSION DATE:
22th APRIL 2022

TOTAL WORDS
 TABLE OF CONTENT

NO. CONTENT PAGE

1. INTRODUCTION

2. DISCUSSION : APPLE MARKETING CONCEPT

PRODUCTION CONCEPT
PRODUCT CONCEPT
SELLING CONCEPT
MARKETING CONCEPT
SOCIETAL MARKETING CONCEPT

3. CONCLUSION

4. REFERENCES
 INTRODUCTION

Starbucks Coffee Company is headquartered in Seattle, Washington. Everything started in

1971 with a single location in Seattle's renowned Pike Place Market. It has risen to
prominence as the world's leading brand and retailer. Starbucks went public on June 26,
1992. They now have the pleasure of daily contact with millions of customers via superior
products and nearly 18,000 retail locations in 60 countries. Starbucks' logo is also inspired by
water, featuring a twin-tailed siren from Greek mythology. Starbucks' mission is to feed and
inspire the human spirit one person, one cup, and one neighbourhood at a time. They've
always been committed to providing the best coffee possible. Their goal is to ensure that all
of their coffee is grown to the best standards possible while adhering to ethical sourcing
practises. Their coffee buyers go to coffee farms in Latin America, Africa, and Asia to choose
the best beans. And with their unique Starbucks Roast, their experienced roasters bring out
the balance and full flavour of the beans. Their enterprises provide as a place for friends and
family to congregate. Their customers value exceptional service, a pleasant atmosphere, and a
delicious cup of coffee. They believe in treating our business associates with decency and
respect. They are thrilled to offer our partners two ground-breaking benefits: comprehensive
health coverage for eligible full and part-time partners, as well as ownership in the business
through Bean Stock. Starbucks promotes its brand and goods primarily via its website, social
media platforms, and in-store displays. Additionally, it integrates sales promotions, events,
direct marketing, print media, and public relations to maximise the effect of its campaigns.
For pricing strategies, Starbucks is a master at maximising profits via value-based pricing,
and they utilise research and customer analysis to develop targeted price increases that collect
the maximum amount of money people are willing to spend without driving them away.
Starbucks distributes its goods via a variety of channels (hybrid). This indicates that the
organisation employs many distribution strategies. To begin, Starbucks sells its goods
directly to consumers via company-owned locations. They import and process coffee before
selling it in their own outlets under their own brand name. However, Starbucks goods are also
available at supermarkets and shopping malls. Additionally, Starbucks has arrangements with
workplace coffee providers, hotels, and airlines to distribute its products.
DISCUSSION
 CONCLUSION

To iibe iisuccessful iiin iiits iiinternational iigrowth iiand iiexpansion iistrategy, iiStarbucks
iineeds to iihave iia iistrong iiinnovation iimindset iiand iithe iiability iito iilocally iicustomise
iiits iiproduct iioffer and iipositioning iiof iiits iistores. iiThe iibrand iihas iitaken iirapid
iistrides iitowards iiimplementing iian organisational iiwide iiinnovation iistrategy iiby
iiinvesting iiin iinew iitechnology, iiredesigning iistore ilayouts iiand iiinvesting iiin iinew
iiconcept iistores.

In iiaddition iito iiimproving iithe iicustomer iiexperience, iiwhich iihas iialways iibeen iithe
primary iifocus iiarea iiof iithe iicompany, iithe iifuture iiinnovation iifocus iiareas
iiincreasingly iineed iito be iiaround iithe iiproduct iioffering. iiThe iicompany, iiwithout
iidoubt, iiis iia iisuccessful iiglobal marketer iiwith iisignificant iiexperience iiin iientering
iiand iiestablishing iithemselves iiin iinew markets. iiBut iias iiit iiexpands iiand iigrows, iiit
iineeds iito iireassess iiconstantly iiand iikeep iiits iiears close iito iithe iiground iito
iiunderstand iiconsumer iipreferences. iiInnovation iiand iioperational efficiency iiwould iibe
iithe iibedrock iifor iiStarbucks iito iicontinue iito iigain iisuccess iiinternationally and iialso
iiin iiexisting iimarkets.

Last iibut iinot iithe iileast, iiit iineeds iito iievolve iiand iielevate iithe iicustomer iiexperience
iiof drinking iicoffee iiin iiits iistores iicontinuously. iiThis iiis iiimportant iibecause
iicustomers iiget educated iivery iiquickly iiin iitoday’s iiinter-connected iiworld iiand iitheir
iilevels iiof iiexpectation around iibasic iiand iihygiene iicustomer iiexperience iiis iiconstantly
iibeing iielevated. iiSo, iia iibrand experience iithat iiis iisuperlative iitoday iimay iijust
iibecome iia iiregular iione iitomorrow. iiStarbucks has iito iistay iion iitop iiof iithis iicurve
iito iibe iicontinuously iicompetitive iiand iidifferentiated iiin iitheiieyes iiof iithe iicustomer.
 REFERENCES

About Us: Starbucks Coffee Company. (n.d.). Starbucks. Retrieved April 14, 2022, from
https://www.starbucks.com/about-us/

Responsibility | Starbucks. (n.d.). Starbucks. Retrieved April 14, 2022, from

https://www.starbucks.co.uk/responsibility

Pratap, A. (2022, January 30). Marketing Strategy of Starbucks. Notesmatic. Retrieved April
14, 2022, from https://notesmatic.com/marketing-strategy-of-starbucks/