Segments in this Video

Marketing Strategy (03:30)


Starbucks is the world's largest coffee house chain, serving an average of 50 million customers per week. The average age of a Starbucks employee is twenty five. Some people view coffee as symbolic of a rich life style.

Specialty Coffee Connoisseurs (03:05)

The key to quality coffee is in the roasting. Starbucks was started in 1971, by three college friends, who outgrew the coffee counterculture. Howard Schultz bought the company in 1987, with the belief that coffee bars needed to have a relationship with people in the community.

Branding Using Local Designers (05:47)

Starbucks product, service, and ambiance experience bring back return customers. Starbucks places great emphasis on service, especially when spelling a person's name correctly on their cup. The coffee company created new cup sizing that is still in use today.

Atmosphere in a Coffee Bar (03:00)

A key part of Starbucks growth was expansion by selling more coffee to new people. In 2011, Starbucks bought a juice company called Evolution Fresh. The French company Groupe Danone partnered with Starbucks to launch a line of Greek yogurts.

Channel Development (02:54)

Starbucks shops can be found on college campuses, hotels, trains, and other places where coffee can be sold. In 2013, the United States developed the signature aisles, a kind of mini Starbucks retail outlet within the supermarket rows. Starbucks wanted to rival the packaged coffee market.

Smart Marketing (03:50)

Starbucks tries to engage with customers to give them insights into the company in order to make them feel like insiders. Howard Schultz stepped away as CEO of the company; stocks fell in 2008 and he returned.

Problems With Automated Scheduling (03:10)

In 2014, Starbucks launched several staff and community initiatives, like paying for college. The Starbucks Workers Union was formed in 2004 to address complaints of low pay and lack of benefits.

Barista Shares Her Story (01:28)

Starbucks ran an ad which suggested that all baristas were offered full benefits, but the coffee servers struggled to maintain the hours required in order to get the insurance coverage. Once workers became eligible for benefits, the high cost and high deductibles made it out reach for them.

Credit: Marketing Strategy Case Studies: The Starbucks Experience (00:06)

Credit: Marketing Strategy Case Studies: The Starbucks Experience

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Marketing Strategy Case Studies: The Starbucks Experience

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Starbucks is the essential success story of the American capitalist dream. From humble beginnings in 1971 as a Seattle coffee store, it’s become a multinational with over 21,000 outlets in 63 countries. Its brand is universally known. This program looks at the role of acquisition, brand-stretching, social media, and new channel development in Starbucks' success and considers criticisms of some of the company's policies.

Length: 27 minutes

Item#: BVL128527

Copyright date: ©2015

Closed Captioned

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