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

Ziqing Xu * 1
1 Chongqing Language School

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 58, 1-6
Published 20 November 2023. © 2023 The Author(s). Published by EWA Publishing
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.
Citation Ziqing Xu. The Marketing Strategy Analysis of Starbucks. AEMPS (2023) Vol. 58: 1-6.

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

1. Haskova, K. (2015). Starbucks marketing analysis. CRIS - Bulletin of the Centre for Research and Interdisciplinary Study, 2015(1), 11–29. https://doi.org/10.1515/cris-2015-0002

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

6. Lan Wenhao (2017). Research on Starbucks’ Marketing Strategy Statistics and Management (02), 142-143. doi: 10.16722/j.issn.1674-537X.2017.02.049

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).

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
© 2023 The Author(s)
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

Copyright © 2023 EWA Publishing. Unless Otherwise Stated