Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 58 , 20 November 2023
Open
Access | Article
The Marketing Strategy Analysis of Starbucks
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Abstract
With the development of the Internet and the continuous innovation of science and technology, it is more and more convenient for people to communicate on the Internet. The Internet provides people with a variety of social platforms and channels to learn about various brands. At the same time, in order to meet the trend and people’s preferences, many brands have also innovated their marketing methods and strategies. With the increasing pressure of study and works, coffee has gradually become an indispensable refreshing drink in people’s life. The competition between different brands of coffee in the coffee market is becoming increasingly fierce. Starbucks, as a world-famous coffee brand, has a noticeable influence in the coffee market. Starbucks is a world-renowned coffee chain brand with a large number of customers and followers around the world. Since its establishment, Starbucks has achieved great success in marketing and has attracted many fans, and its brand awareness has also been significantly improved. However, how to improve the sales of coffee and how to play a leading role in the coffee market requires Starbucks to formulate and implement the most suitable marketing strategy. This essay mainly analyzes the marketing strategy of Starbucks from the aspects of brand value, customer portrait, competitors, marketing status, etc. This paper uses SWOT theory, and 4P theory tools to analyze Starbucks’ marketing data and marketing reports, and discusses Starbucks’ strengths, weaknesses, opportunities, threats in the coffee market and the reasons for its success in the coffee market.
Keywords
Marketing, Market strategy, Starbucks, 4P Theory, SWOT Theory
References
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2. Starbucks Coffee Company. (n.d.). https://www.starbucks.com/
3. Company analysis: Business potential & performance. Panmore Institute. (2023, June 28). https://panmore.com/
4. Yangliu (2012). After Speaking, There is Action - An Analysis of the Economic Factors Behind Starbucks’ Special Language Phenomenon Shandong Foreign Language Teaching (05), 31-35. doi: 10.16482/j.sdwy37-1026.2012.05.011Talk about Starbucks marketing strategy Chang Zhiyuan 2018
5. Xiong Yali&Pan Yixin (2022). Path Selection for Enterprise Marketing Strategy Innovation in the Big Data Environment Industry and Technology Forum (18), 15-16 Doi: CNKI: SUN: CYYT.02022-18-005
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-207-7
- ISBN (Online)
- 978-1-83558-208-4
- Published Date
- 20 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- Copyright
- 20 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited