Starbucks Czech Republic
InternationalMarketing Strategy | Starbucks Czech Republic | |
Outline 1. About the Company a) Establishment b) Assortment c) Starbucks is not a franchise 2. Starbucks Marketing Strategy a) Environmental campaigns b) Advertisement c) Targeted audience 3. Starbucks Internationally a) International Marketing Strategy b) Distribution 4. Adaptation to the Czech Market a) Locations b) Marketing Strategy Adapted c) Competition 5. Expansion in the Czech Market a) Smaller Cities b) Distribution ideas (1) Drives-in (2) Partnerships 6. Loyalty Program
About the Company
Starbucks Coffee Company was founded in 1971, opening its first store in Seattle’s Pike Place Market. Starbucks, named after the first mate in Herman Melville’s Moby Dick, is the world’s leading retailer, roaster and brand of specialty coffee with millions of customer visits per week at stores in North America, Europe, Middle East, Latin America and the Pacific Rim.
Starbucks offers a large selection of coffees from around the world. Its coffee buyers personally travel to the coffee growing regions of Latin America, Africa/Arabia and Asia/Pacific to select the highest-quality Arabica beans.
Starbucks offers not only coffee but also teas, Ethos™ water, pastries and in some markets, a selection of sandwiches and salads. Starbucks merchandise includes exclusive espresso machines and coffee brewers, unique confections and other coffee- and tea-related items.
“We realize our people are the cornerstone of our success, and we know that their ideas, commitment and connection to our customers are truly the essential elements in the Starbucks Experience” says Schultz. Starbucks Entertainment chooses the best music, movies and books in order to ensure the best Starbucks experience.
Starbucks is not a franchise; it is either a store driven directly by the company or cooperation with other firm which is
Outline 1. About the Company a) Establishment b) Assortment c) Starbucks is not a franchise 2. Starbucks Marketing Strategy a) Environmental campaigns b) Advertisement c) Targeted audience 3. Starbucks Internationally a) International Marketing Strategy b) Distribution 4. Adaptation to the Czech Market a) Locations b) Marketing Strategy Adapted c) Competition 5. Expansion in the Czech Market a) Smaller Cities b) Distribution ideas (1) Drives-in (2) Partnerships 6. Loyalty Program
About the Company
Starbucks Coffee Company was founded in 1971, opening its first store in Seattle’s Pike Place Market. Starbucks, named after the first mate in Herman Melville’s Moby Dick, is the world’s leading retailer, roaster and brand of specialty coffee with millions of customer visits per week at stores in North America, Europe, Middle East, Latin America and the Pacific Rim.
Starbucks offers a large selection of coffees from around the world. Its coffee buyers personally travel to the coffee growing regions of Latin America, Africa/Arabia and Asia/Pacific to select the highest-quality Arabica beans.
Starbucks offers not only coffee but also teas, Ethos™ water, pastries and in some markets, a selection of sandwiches and salads. Starbucks merchandise includes exclusive espresso machines and coffee brewers, unique confections and other coffee- and tea-related items.
“We realize our people are the cornerstone of our success, and we know that their ideas, commitment and connection to our customers are truly the essential elements in the Starbucks Experience” says Schultz. Starbucks Entertainment chooses the best music, movies and books in order to ensure the best Starbucks experience.
Starbucks is not a franchise; it is either a store driven directly by the company or cooperation with other firm which is
Cited: "About Starbucks - Default." Web. 30 June 2010. <http://starbuckscoffee.cz/cs/_About Starbucks/>. "About Us - StarbucksStore.com." Starbucks Coffee - Coffee Beans, Espresso Pods, VIA, and House Blend at StarbucksStore.com. Web. 30 June 2010. <http://www.starbucksstore.com/products/shabotus.asp?CCAID=SBPTPAHP1SHABT&Redir=/products/shabotus.asp>. "COFFEEHEAVEN (Restaurace & Dobré Jídlo Kavárny)." Pražský Navigátor My Companion. Web. 30 June 2010. <http://www.mycompanion.cz/cs/list/coffeeheaven>. "Community Service." Starbucks Coffee Company. Web. 30 June 2010. <http://www.starbucks.com/responsibility/community/community-service>. Costa Coffee. Web. 30 June 2010. <http://www.costa.co.uk/coffee/the_coffee.aspx>. "Our Stores – Nase Kavarny." Web. 30 June 2010. <http://starbuckscoffee.cz/cs/_Our Stores/>. Pekáriková, Katarína. "Adaptace Marketingové Strategie Společnosti Starbucks Na českém Trhu." Uloz.to! - Stahování Z Rapidshare, Stahuj, Sdílej, Obrázky, Online Video, Na Mobil. Web. 30 June 2010. <http://uloz.to/1067256/Adaptace marketingové strategie společnosti Starbucks na českém trhu.doc>.