H.

K INSTITUTE OF MANAGEMENT
STUDIES AND RESEARCH

SUBJECT:
MARKETING MANAGEMENT

SUBMITTED BY:
SANA SHAIKH A-38

UNDER THE GUIDANCE OF:

PROF. NEHA SHARMA
 COMPANY PROFILE

Company Starbucks Corporation

Name
Company
Logo

Industry Coffeehouse (Restaurant)

Headquarters Seattle, Washington, USA
Year founded 30 March, 1971
No. of 3,83,000 Approx
employees
 COMPANY PROFILE
Annual Revenue 2,906 crore USD
(2021)
Major Products Coffee | Handcrafted
Beverages | Fresh food |
Non-food items |
Packaged goods | Mugs
and accessories | Gifts |
Target Customers Upper class men and
women
Distribution Retail stores
Channel
Key Competitors Mc Donalds, Café Coffee
Day, Tim Hortons
Link to website www.starbucks.com
PRODUCTS
MARKET SEGMENTATION AND TARGETING
-Demographic -Age
Segmentation -Gender
-Income

-Geographic -Region
Market Segmentation -Market
Segmentation size
And Targeting -Climate
-Psychographic
Segmentation -Class
-Lifestyle
-Attitude
-Behavioural
segmentation -Occasion
-Rewards
-Loyalty
program
SITUATION AND COMPANY ANALYSIS

P (Political) Tax policies

E (Economical) Demand of coffee

and beverages
S (Social) Preferences

T (Technological) Easy access

E (Ecological) Environmental
friendly
L (Legal) Rules and
Regulations
SITUATION AND COMPANY ANALYSIS

STREHGTHS WEAKNESS

- Strong brand image - High price

- Standardization - Many substitute
- Customer service competitor products
- Strong financial - Imitability of products
performance

OPPORTUNITIES THREATS

- Expansion in developing - Competition with low

markets cost coffee sellers
- Introducing new product - Change in consumer
- Partnerships behaviour
- Easily replicable
CUSTOMER DECISION MAKING
PROFILE
POSITIONING AND DIFFERENTIATION

- Uniqueness
- Positioning Strategy
- Good reputation
- Customer service
- Drink size name
- Merchandizing
High price

Low Quality High Quality

Low price
 BRANDING
- Brand naming
- Brand identity
- Brand loyalty
- Brand image
- Brand mission statement

to inspire and nurture the human spirit –

one person, one cup and one
neighbourhood at a time.
 MARKETING MIX 4PS
PRODUCT PLACE

- Coffee - Retail outlets

- Tea - Websites
- Frappuccino - Mobile apps
- Merchandise
- Food

PRICE PROMOTION

- Premium pricing - Social media

strategy - Sales promotion
- Advertising
 DISTRIBUTION STRATEGY

Starbucks uses different

channels to distribute its
products.
CONCLUSION
ANY
QUESTIONS?