How Starbucks uses the marketing mix to achieve competitive advantages in the UK

Term Paper , 2012 , 44 Pages , Grade: 1,0

Business economics - Offline Marketing and Online Marketing

The aim of this paper is to analyse the way in which each element of Starbucks’ marketing mix contributes to achieve sustainable competitive advantage in the UK market. In order to identify critical success factors, marketing elements will be examined and contrasted to competitors’ approaches.

Ever since the first coffee houses were opened in the late fourteen hundreds, they have been a gathering place for people to socialise and discuss business. Today, the possibilities of how and where to enjoy a cup of coffee are plentiful and Starbucks aims to set itself apart from other coffee houses by creating an experience around coffee, which caters to people’s lifestyles. As a supplier of high-quality coffee, Starbucks has become one of the most recognised brands worldwide. The company’s approach to doing business and its impressive success story set it apart from other companies and make it an interesting case for analysing retail marketing strategies.

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Position in the Market
• Internationalisation Strategy
• Market Overview
• Target Segments
• Positioning
• Competitive Strategy
• Marketing Mix
  • Product
    • Brand
      • CSR
    • Customer Service
    • Quality
    • Product Range
      • Health Trend
  • Price
    • Customers' Value Equation
  • Place
    • Location
    • Store Format
    • Convenience
    • Distribution Channels
  • Promotion
    • Renaissance Plan
    • In-Store Communication
    • Relationship Marketing
      • My Starbucks Rewards
      • Social Media
      • My Starbucks Idea
  • People
    • Employee Satisfaction
    • Employee Appearance
  • Physical Evidence
    • Store Layout
    • Store Environment
• Conclusion
• Bibliography
• Appendix I – Store Manager Interview
• Appendix II - Observation Starbucks Christ's Lane
• Appendix III - Observation Nero and Costa

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper aims to analyze how each element of Starbucks' marketing mix contributes to achieving sustainable competitive advantage in the UK market. The paper examines and contrasts Starbucks' marketing elements with those of its competitors to identify critical success factors.

• Starbucks' marketing mix and its contribution to sustainable competitive advantage
• Comparison of Starbucks' marketing elements with those of its competitors
• Identification of critical success factors for Starbucks in the UK market
• Analysis of Starbucks' brand positioning and its impact on customer perception
• Evaluation of Starbucks' customer service strategy and its effectiveness in building customer loyalty

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction provides an overview of the paper's objectives and the context of Starbucks' operations in the UK coffee market. It highlights the company's focus on creating an experience around coffee that caters to people's lifestyles and its ambition to stand out from other coffee houses.

The "Position in the Market" section examines Starbucks' competitive landscape in the UK, analyzing its market share, target segments, and positioning strategy. It also discusses the company's internationalization strategy and its impact on its UK operations.

The "Marketing Mix" section delves into the specific elements of Starbucks' marketing strategy, including product, price, place, promotion, people, and physical evidence. It analyzes each element in detail, highlighting key features and strategies employed by Starbucks to achieve its marketing objectives.

The "Conclusion" section summarizes the key findings of the paper and provides insights into the effectiveness of Starbucks' marketing mix in achieving sustainable competitive advantage in the UK market. It also discusses potential future challenges and opportunities for the company.

Schlüsselwörter (Keywords)

The keywords and focus themes of the text include Starbucks, retail marketing, competitive advantage, marketing mix, product, price, place, promotion, people, physical evidence, customer service, brand positioning, customer loyalty, UK market, coffee industry, and sustainable competitive advantage.

• College: Ashcroft International Business School Cambridge (Anglia Ruskin University)
• Grade: 1,0
• Publication Year: 2012
• Pages: 44
• Catalog Number: V284888
• ISBN (eBook): 9783656853893
• ISBN (Book): 9783656853909
• Language: English
• Tags: starbucks