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Essay / Research Paper Abstract
A 10 page paper answering four questions addressing Starbucks’ marketing. Topics include Functions and User Benefits; Classification and User Profile; Comparison with Competitors; and Improvements for customers. Starbucks’ future seems to be assured, at least as long as it continues to focus attention on quality and personable service. Customers can find the opposite at any number of other outlets, and at much lower prices. Bibliography lists 6 sources.
Page Count:
10 pages (~225 words per page)
File: CC6_KSmktgStarbux.rtf
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Unformatted sample text from the term paper:
Coffee is the leading specialty coffee retailer in America. Its presence is nearly ubiquitous in any area in which there is sufficient traffic to support the location. It
operates caf?s in malls, airports, office buildings, university libraries and hotels; customers can expect to find Starbucks kiosks at hospitals, smaller office buildings and other places lacking enough traffic to
support a full caf?. Shoppers can find Starbucks coffee in grocery stores, and an alliance with Dreyers has placed coffee ice cream there as well. An alliance with
Pepsi resulted in placing a cold bottled Frappuccino into grocery and convenience stores. With nearly 5,900 locations in addition to its ancillary coffee-related
businesses, Starbucks has been expanding internationally for some time. It also has been moving into less affluent areas and doing quite well there. 1. Functions and User Benefits
Clifford Geertzs concept of the "thick description" has been of immense benefit to Starbucks in finding deeper market penetration than it could have
managed without it. The ethnographic thick description is one that moves beyond the superficial that in marketing so often constitutes demographics and little more. Starbucks brand is one
associated with affluence, and in years past it determined new store locations based in large part on per capita income within a specific zip code. By using the concepts
of the thick description, it has been able to identify and enter a market that it previously ignored. Ball and Leung (2004) describe
the route by which Starbucks entered neighborhoods it would have rejected out of hand in the past. Starbucks has managed to retain an aura of luxury - primarily by
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