Starbucks coffee proposal

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Market positioning on Starbucks

Student’s Name: Prakhas janu

ID: PU3082

Course: HC3131

Date: 1/12/2017

Integrated Business Management

The Starbucks Coffee, Tea, and Spice Company was founded in Seattle in 1971

by Jerry Baldwin, Gordon Bowker and Zev Siegl, with a vision to educate the consumers about

fine coffees. Starbucks began to expand when Howard Schultz took it over in 1987. His plan was

to recreate the Italian espresso bar experience in America by making a personal relationship

between consumers and coffee. Within years, they grew from a small, regional business

into the undisputed leader in the specialty coffee industry by buying only the best quality coffee

and providing an unmatched store experience (Stanley, 2002).

“To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time”

(Starbucks coffee company, 2018).

Purpose of the Project

The purpose of this project is to assess on how Starbucks has obtained its market

positioning in the industry over the years and established itself as not only a brand but also a

lifestyle. The project explains the principles applied as well as the approach followed by the

company that has led it to become one of the world’s biggest companies providing specialty coffee

having its operations widespread in 62 different countries with more than 23,000 branches around

the world (Bayeh 89, Forbes.com).

With growing number of stores, not only is Starbucks concentrating on expanding its

footprint, but also changing its store mix. Instead of opening more dine-in restaurants, the coffee

giant is concentrating on drive-thru in the outer edges of urban and suburban areas. This strategy

is aimed at increasing the company’s store penetration.

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Market positioning on Starbucks Student’s Name: Prakhas janu ID: PU3082 Course: HC3131 Date: 1/12/2017 Integrated Business Management The Starbucks Coffee, Tea, and Spice Company was founded in Seattle in 1971 by Jerry Baldwin, Gordon Bowker and Zev Siegl, with a vision to educate the consumers about fine coffees. Starbucks began to expand when Howard Schultz took it over in 1987. His plan w a s to recreate the Italian espresso bar experience in America by making a personal relationship between consumers and coffee. Within years, they grew from a small, regional business into the undisputed leader in the specialty coffee industry by buying only the best quality coffee and providing an unmatched store experience (Stanley, 2002). “To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time” (Starbucks coffee company, 2018). Purpose of the Project The purpose of this project is to assess on how Starbucks has obtained its market positioning in the industry over the years and established itself as not only a brand but also a lifestyle. The project explains the principles applied as well as the approach followed by the company that has led it to become one of the world’s biggest companies providing specialty coffee having its operations widespread in 62 different countries with more than 23,000 branches around the world (Bayeh 89, Forbes.com). With growing number of stores, not only is Starbucks concentrating on expanding i ...
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