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Branding of Starbucks

Autor:   •  May 3, 2017  •  Essay  •  614 Words (3 Pages)  •  400 Views

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We are going to discuss starbucks.

Starbucks founded in Seattle in 1971. it grew from small business into international business and become the leader in the coffee industry. It provides the best quality coffee and food and unmatched store experience.

Starbucks change their mission from 2008, which is one person, one cup and one neighbored at a time.

As we can see in the chart, the ranking of Starbucks vary from 83 to 99 from 2001 to 2013, but it has a significant raise from 2014 to 2016.

Moreover, it can be see from the table, although the brand values decreased slightly from 2008 to 2009, the overall is increase gradually from 2000 to 2016.

Although Starbucks charges premium prices, customers willing to pay the higher price for the better the quality. However, there is financial crisis in 2008, the purchasing power of customer decrease, people prefer to drink the inexpensive coffee rather than enjoy the coffee.

In term of technology, Starbucks launched 2 mobile applications for make their customers more convenience. The first application is Starbucks card mobile app, which launched in 2009. It can makes their loyalty program more interactive and more effective. It is easy to see how many “stars” they currently have, as well as make payments or even find a Starbucks location. The purchases process becomes more effective. The second application is Mobile Order & Pay, which was introduced in Portland in late 2014. The application allows customers to buy food and beverages from their phone before they arrive at a Starbucks store. HK was available from March of 2017.

The Starbucks’ image and experience has been one of the key elements to their success. In the case of Starbucks, they have many social media channel such as fb, YouTube, interagram. The most important social media is my Starbucks idea. It is a unique online message board for consumer discussion. Starbucks can have a deeper interaction with customers and fostering a closer relationship. The online image and messages has stay consistent with their brand values which is honesty, sincerity and connecting with theirs customers. Therefore, the social media can effectively used by Starbucks. they can listen and serve their customers better


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