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Starbucks Case Study

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Starbucks Case Study
MARKETING MANAGEMENT
MID TERM EXAM
STARBUCKS CASE STUDY

PROF. DIANA DERVAL
October 21, 2010 Authored by: STUDENT

MARKETING MANAGEMENT
MID TERM EXAM
TABLE OF CONTENTS ......................................................... ERROR! BOOKMARK NOT DEFINED. EXECUTIVE SUMMARY ....................................................... ERROR! BOOKMARK NOT DEFINED. PERSONAS VISITING STARBUCK USA ................................................................................ 3

STARBUCKS

POSITIONING MAP ..................................................................................... 5 WHAT COULD MAKE PERSONAS SWITCH TO COMPETITORS .............................................. 6 WHY STARBUCK WENT TO CHINA & DIFFERENCE OF PERSONAS..……………………………..7 HOW THE STARBUCKS ADAPTED IN CHINA ...................................................................... 8 CONCLUSION .............................................................................................................. 8 REFERENCES ................................................................................................................ 9

MARKETING MANAGEMENT | 10/21/2010

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EXECUTIVE SUMMARY
In the past few decades, Starbucks Corporation has been the most successful coffee chain through its rapid expansion strategies of pushing out much of its competitors. Starbucks has been able to successfully create a meeting place where customers would socialize, read, enjoy music, spend time in leisure (between home and work) or browse the internet while enjoying premium coffee in a relaxing atmosphere. Founded in 1971 by three businessmen who were passionate about coffee and tea, Starbucks was created to produce premium coffee. During the first few years the company sold fresh roasted gourmet coffee beans and accessories for brewing coffee and roasting. This later transcended to the incorporation of coffee bars in the retail stores and further opening of multiple coffee shops. Through this
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