This research tells that the Starbucks is known for its specialty coffee and consistent innovation in all products. Main focus of Starbucks has been on providing the customers with an experience that they have not witnessed before. For this purpose the management of Starbucks Corporation has been placing huge emphasis on not only external but also internal environment. Starbucks has been one of the most famous and well known coffee chains in the world. The company has been able to leave behind all competition because of the aggressive marketing and expansion strategies. Starbucks has around 15,000 stores and is present in almost 50 countries all around the world. The organisation entered the UK market in the year 1998 and has been growing since then. Starbucks is the leader in the specialty coffee all over the world. Apart from that Starbucks has been famous for its untiring marketing efforts in order to make coffee a regular part of the life of their customers. Starbucks follow the main strategy of reaching the customers at the places where they usually go like for work, for shopping, for travelling, and for dining. For this purpose the company has established partnerships with different third parties who have similar goals and philosophies. Apart from aggressive marketing, the management of Starbucks Corporation place huge emphasis on innovation in the product line. The management is of the view that the long-term growth and success is directly dependent on the innovation in its products i.e. food and coffee. Along with this another factor which is important for long-term growth is the customer satisfaction. For this purpose the management of Starbucks Corporation is highly concerned about the consistent customer experience at all outlets.
Marketing Planning Process of the Starbucks Corporation