Starbucks Marketing Strategy and Objectives (2024)

Starbucks Marketing Objectives

Starbuck’s is proud to have recorded an impressive fast growth over the last decade. Over the past ten years, Starbucks has grown from less than a thousand to thirteen thousand stores and more and as thus this has brought about a dilution in the eminence of the Starbucks experience.

Seven attributes of marketing mix are highlighted as prices, products, promotions, processes, places, physical environs and people. The leading objecting of marketing mix is to come up with communication and provide value to clients. Starbucks is employing varied marketing strategies such as customer relationship management, creating a good customer experience integrated marketing communication, and social media marketing (HASKOVA, 2015). The objective that Starbucks has is to have a shareable customer experience with their clients from the low income groups and then be able to build a long term relationship with the customers.

Despite facing difficulties in maintaining their brand image as a result of the slowdown of the economy, Starbucks aims at conquering more in the international market. Starbucks aims at implementing HR practices that will satisfy the employees so that they are able to as well act as brand promoters and also manage effective customer relations.
Now that Starbuck’s has up to 13, 000 stores, they are aiming at having 40, 000 stores around the globe. Starbucks acknowledges that that there are a number of changes that have to accompany such as objective otherwise it will be soon washed down the drains. To be able to have a total of 40, 00 stores in the world, Starbucks acknowledges that this will entail them having to water down and do commoditization of their brand. The chairman of Starbucks says that they are aware that there is a misinterpretation in opening outlets as fast as the organization is capable since doing this does not call for quality control but rather keeping the profits flowing in.

Starbucks Marketing Strategy

Recognition of brand is a vital factor for the growth of businesses whenever the clients are paying for exceptional amounts for the robust brands. Marketing gives a company the opportunity to connect with its clients and targets at having an impact on the consumption habits of the customers. The latest trends in marketing and technology makes value addition and a steady revenue collection for the particular company. Marketing communication translates to building a demand for the goods and services. Companies have chief marketing officers and brand managers who are designated to carry out the common marketing duties within the organizations. The organizations allocate enough marketing budgets for brand management and the development of a sound customer base (Kotler & Keller, 2009).

Also Study: Starbucks Company Analysis Research Paper

Starbucks has laid up its brand in the world market as a proper quality client experience brand. Starbucks gets to sell its high quality products as well as services at premium rates. It is the high quality of the goods and the magnificent customer experience that gives a clear cut difference from the Starbuck’s brand and any other coffee bran in the market. Starbuck’s has come up with designs in their stores that have Italian themes for bars and gives the customers a home like experience whenever they visit the stores. The Starbuck’s customers are loyal to the brand and Starbuck’s pays them back by giving them the very first priority to the customer’s satisfaction so as to come up with a loyal customer base of the Starbuck’s brand (Faase, Helms & Spruit, 2011). Correspondingly, Starbuck’s aims on customer relationship management by ensuring that it integrates communication with the Starbuck’s customers.

Starbuck’s has aggressive strategies that aim at sustaining their position as the market number one due to the intense competitive rivalry that is eminent in the service industry. Starbucks relies on branding and that elaborates why they changed the logo into one that is more focused and climaxes the sustainability of Starbuck’s company policies.

Starbucks has come up with a strategy of brand differentiation strategy via the uniqueness of their products as well as product differentiation so as to promote their products. Starbucks uses innovation in the products that it produces and the services so as to gain a competitive advantage over its rivals in the market. The Starbucks brand has positioned itself as the number one coffee brand in the market as it provides an attractive store design, elegant taste, a unique environment and a high quality of the coffee beans.

Starbucks markets and sells their products through the four channels of food service operations, the licensed stores, consumer packaged goods and the company owned chain of the retail stores.

Also Study: Starbucks Leadership

Starbucks have, over the years, launched a variety of products as they attempt to promote their already existing products by employing new campaigns and ideas. Starbucks has CRM campaigns as one of the main success strategies that they have that promotes their marketing. Starbucks had a strategy where it did a research on the customers and found the birth dates of the clients. Starbucks then came up with a database where the birth dates of the customers were kept and used to later give extra benefits on the birthdays of the customers. The Starbucks marketing campaign have given its clients the chance to brag on social media about the surprise gift coupons they receive from Starbucks on their birthdays. In turn, Starbucks gets more customers who are also interested in associating with a business that values them.

Starbucks Marketing Tactics

The main target market for the Starbucks are the clients who are ranging from the professionals, tourist and business people to college students and university students. Starbucks has managed to maintain its number one position in the market by customizing its products and services as per the cultures and the tastes that are found in the various regions and countries where their particular stores are located. Owing to this, Starbucks has been able to open more coffee shops in several countries and regions as it introduces its services and products to their international market.
Starbucks has a competitive advantage concerning distribution strategies that include approaching customers when they are at shops, dining, at work or travelling by coming up with some strong distribution networks. Starbucks has the best in class manufacturing process of the fruit juices that it produces as well as the beverages as compared to that of the competitors. So as to be in a position to retain the natural ingredients, and be able to continue attracting more customers all the globe, Starbuck’s makes its beverages using the high pressure pasteurization (HHP) process so as to preserve the nutrients of the juices that it produces. Other than the stores experience and the robust process of high pressure pasteurization, the portfolio of healthy beverages is as well as source of a unique selling proposition for Starbucks as it aims at attracting more customers and opening additional stores all over the international market.
Starbucks over the last years have been in a position to come up with convenient purchase options via smart phone mobile apps. Starbucks has a mobile application payment option where the customers can generate barcodes that they use in given stores. To buy goods from Starbucks, the Starbucks card mobile app is used together with a bar code scanner, the customers get to load their accounts via PayPal services. The payment system that Starbucks adopted for its mobile app is a flexible and convenient way to do payments for the customers since the processing is fast. The apps allow the clients to enjoy some useful features of Starbucks and commerce features of Starbucks. The mobile phone applications by Starbucks has ensured that they gain a competitive advantage over its rivals as it renders mobile commerce connections and at the same time leveraging technology to accommodate the Starbucks customers (Greenberg, 2010). Consequently, Starbucks is having a strong operating performance that is enabling it to expand globally irrespective of the poor consumer response that occasionally arises from the weak economy and the economic crisis.

Starbucks is achieving its objectives thanks to the robust social CRM that it has. Starbucks boasts of having 3.6 million followers on their Twitter platform, 34 million Facebook followers and 6.6 million YouTube views. The success of the Social Media Strategy by Starbucks has enabled it map its strategies in attempts to meet their objectives, their branding strategies as well as integration across the media channels and constant follow-up system to keep track of their social media behaviors and success.

The other tactic that has seen to it that Starbucks meets its objectives in gamification. Of course the increased customer convenience has been brought about by the integration of the payment methods and their mobile apps technology but a golden touch is brought about by gamification. Gamification in the context of Starbucks in marketing is that it adds that element of fun as a strategy to capture the consideration of the customers and as thus makes them want to be engaged with the Starbucks brand.

The Starbucks brand gets to evoke emotions and passion on the customers. The Starbucks is a romantic brand that reminds the public of the Italian coffee houses. But perhaps more decisively, the Starbucks brand is in its own self passionate. The brand name takes care of the products and it also cares about where the products it has are got from. The brand takes care of all the customers and all the stakeholders such as the migrant farm worker in Costa Rica picking the coffee. It is without doubt that the public are attracted to brands that are having a social conscience. The customers want to associate themselves with a brand that is offering a given romantic, affordable luxury experience and that gives them a chance to lift up their days. That is what Starbucks offers to its customers and to the public. Similarly, Starbucks customers are appreciative of the fact that Starbucks is geared at only using individuals who are productive and efficient and not just individual who are shoving products in the customers faces.

Also Study: Starbucks Case Study Solution

  • Starbucks Foundation | Starbucks Coffee Company. (n.d.). Retrieved from
  • Starbucks: Building an Inspiring Brand – CRM Magazine. (n.d.). Retrieved from
  • Greenberg, P. (2010). The impact of CRM 2.0 on customer insight.Journal of Business & Industrial Marketing,25(6), 410-419.
  • HASKOVA, K. (2015). STARBUCKS MARKETING ANALYSIS. Incris(p. 0002).
  • Faase, R., Helms, R., & Spruit, M. (2011). Web 2.0 in the CRM domain: defining social CRM.International Journal of Electronic Customer Relationship Management,5(1), 1-22.

Starbucks Marketing ObjectivesStarbucks Marketing Strategy AnalysisStarbucks Marketing Strategy ArticleStarbucks Marketing Strategy EssayStarbucks Marketing Tactics

Starbucks Marketing Strategy and Objectives (2024)


What are Starbucks marketing goals and objectives? ›

Its marketing objective is to give customers the Starbucks experience, which will encourage them to come in for coffee, stay longer because of the ambiance, and return because of the established customer connection. Starbucks also wants to distinguish itself from other coffee shops.

What are the strategic objectives of Starbucks? ›

Starbucks business strategy can be classified as product differentiation. Accordingly, the coffee chain giant focuses on the quality of its products and customers pay premium prices for high quality.

What marketing strategy does Starbucks use? ›

Starbucks uses a large variety of channels to market their product from social media to TV spots and ads. It's their mix of marketing media that makes their brand recognizable, and it's the consistent message that comes across every time that makes them stand out. All of that promotion isn't cheap.

Why Starbucks strategy has been so successful? ›

The company has successfully built a loyal customer base due to the strategies it has set in place. Brand extensions, strategic locations, focusing highly on the customer experience, and the great ambiance have greatly impacted the success and growth of Starbucks throughout the years.

What are three main marketing strategies used in Starbucks? ›

Starbucks price strategy

Three key factors making this possible is "specific product differentiation, communication, and understanding value". In addition to profits, value-based pricing helps Starbucks build a strong base of loyal, high-income customers and reinforce a premium brand image.

What are the goals and objectives of marketing strategy? ›

As a start, consider that a typical marketing plan has at least four objectives:
  • Lead generation. Finding prospects.
  • Brand awareness. Making those prospects aware of your company and its products.
  • Brand consideration. Getting prospects to think of you.
  • Sales. Convincing prospects to buy from you.

What are the main strategic objectives? ›

Strategic objectives are purpose statements that help create an overall vision and set goals and measurable steps for an organization to help achieve the desired outcome. A strategic objective is most effective when it is quantifiable either by statistical results or observable data.

What are the four strategic objectives? ›

Consider all four “perspectives” when creating strategic objectives. The Balanced Scorecard has four perspectives—financial, customer, internal processes, and people (learning and growth).

What are Starbucks long term objectives? ›


Starbucks set a multi-decade commitment to reduce our carbon, our water and our waste footprints by half by 2030.

What are marketing objectives? ›

What are marketing objectives? Marketing objectives are a set of clearly defined, measurable goals established as part of a marketing plan. Marketing objectives provide specific targets to be met within a time frame, such as “decrease customer acquisition cost by 10% by the end of next quarter.”

What are the 4 marketing strategies? ›

The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives. The 4 Ps were first formally conceptualized in 1960 by E.

What are the 5 main marketing strategies? ›

The 5 P's of marketing are part of what is often referred to as a “marketing mix”. A marketing mix is the actions brands take to market their products and services by using a specific framework with the five biggest components of successful marketing: product, place, price, promotion, and people.

What are the strategic factors facing Starbucks? ›

Their main competitors are Dunkin Donuts, McDonald's, and Nestle in the US and brands like Costa Coffee and Caffè Nero in the UK, the two major markets for Starbucks.
Jul 26, 2021

How does Starbucks attract customers? ›

The one that Starbucks uses to attract customers who gush about their business? It's simple: they send birthday cards to their rewards members. All they do is email or text their customers on their birthdays – and they include a free drink voucher that the customer can redeem at any Starbucks location.

What growth strategies are Starbucks using? ›

Starbucks Ansoff Matrix is a marketing planning model that helps the multinational chain of coffeehouses to develop its product and market strategy. Ansoff Matrix focuses on four different strategy options businesses can use. These are market penetration, product development, market development and diversification.

What are the 7 marketing strategies? ›

The 7 Ps of Marketing

These seven are: product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you're on track and achieving the maximum results possible for you in today's marketplace.

What are the main types of marketing strategies? ›

These 13 types of traditional marketing build the foundation for many companies' strategies.
  • Brand Marketing. ...
  • Product Marketing. ...
  • Neuromarketing. ...
  • Inbound Marketing. ...
  • Outbound Marketing. ...
  • Account-Based Marketing. ...
  • Direct Marketing. ...
  • Content Marketing.
Apr 14, 2022

How do you write marketing objectives and strategies? ›

What to consider when determining marketing objectives
  1. Have a strong company vision in place. ...
  2. Track the data. ...
  3. Make objectives specific. ...
  4. Step 1: Review your organizational goals. ...
  5. Step 2: Brainstorm with the team. ...
  6. Step 3: Define the objectives. ...
  7. Step 4: Create a marketing strategy. ...
  8. Step 5: Measure the results and then regroup.
May 18, 2022

What are the three marketing objectives? ›

You have three options: Build awareness. Influence consideration.

Which is an example of a good objective marketing? ›

Therefore, a good marketing plan objective would be to take into account the different stages of the conversion funnel and ensure that as many users as possible become customers. Example: Increase conversion rates by 5% in 2020 by increasing remarketing efforts on middle-of-the-funnel prospects.

What are the strategies and objectives? ›

A strategy helps you create a plan for how you want to achieve a goal, whereas an objective is a list of documented steps that assist you in fulfilling the goals of the strategy.

What are objectives examples? ›

An Objective has to be quantitative to be effective. For example, 'Make a lot of Money' can't be objective, whereas 'Increase Profit by 20%” is an effective objective as long as it is time bound.
For example,
  • Increase customer retention by 80-90%.
  • Reduce distribution costs by 10%.
  • Seize into the Gartner Magic Quadrant.

What are goals and objectives examples? ›

Examples of goals include: I want to become known as an expert in business strategy.
Examples of objectives include:
  • I will speak at five conferences in the next year.
  • I will read one book about sales strategy every month.
  • I will work with a coach to practise my networking skills by the end of this month.

What are the objectives of Starbucks supply chain? ›

To meet the demands of the industry standards, Starbucks had to achieve two primary goals: (1) to simplify the complexity of the current supply chain and (2) to develop a centralized logistics system for distribution across the world (Cooke, 2010).

What is Starbucks long-term strategy? ›

As it implements its reinvention strategy, Starbucks said it also plans to build roughly 2,000 new U.S. stores between fiscal 2023 and 2025, accelerating its development strategy. By the end of fiscal 2025, it plans to have 45,000 locations worldwide.

What are 3 major innovations that have been implemented by Starbucks? ›

This includes:
  • Introducing new, industry-leading and more efficient coffee brewing equipment such as the new Mastrena II espresso machines and the new Starbucks Cold Brewer.
  • Installing innovative and efficient MerryChef ovens across thousands of stores.
  • Deploying new, efficient handheld ordering devices to stores.
Mar 16, 2022

What are the 6 objectives of marketing? ›

  • Improve product satisfaction.
  • Grow organic traffic.
  • Generate leads.
  • Establish thought leadership.
  • Increase brand awareness.
  • Increase revenue.
Nov 3, 2022

What does marketing strategy include? ›

A marketing strategy contains the company's value proposition, key brand messaging, data on target customer demographics, and other high-level elements. A thorough marketing strategy covers the four Ps of marketing: product, price, place, and promotion.

How many marketing strategies are there? ›

To start with, there are two main types of marketing strategies. These are: Business-to-business (B2B) marketing. Business-to-consumer (B2C) marketing.

What is the most successful marketing strategy? ›

If you are looking for the overall most effective marketing strategy for small business, content marketing is the winner. Content marketing encompasses blogs, videos, social media posts, podcasts, webinars, and more – basically, any type of content you can distribute online falls into this category.

What's the best marketing strategy? ›

Top 10 B2B Marketing Strategies
  • Social Media Marketing.
  • Search Engine Optimization.
  • Search Engine Marketing/Pay-Per-Click.
  • Account Based Marketing (ABM) and Retargeting.
  • Earned Media and PR.
  • Email Marketing.
  • Industry Events.
  • Conversational Marketing.
Aug 18, 2022

What are the marketing objectives of a coffee shop? ›

Goals for marketing a coffee shop may include:
  • Attracting new customers.
  • Increasing social media followers or shares.
  • Adding new email subscribers.
  • Growing monthly or yearly revenue.
  • Building Google Business or Yelp reviews.
  • Bolstering social media or email engagement.
  • Garnering press mentions or articles.

What are the 4 common marketing goals? ›

Five of the most common marketing goals are:
  • Generating leads.
  • Building brand awareness.
  • Increasing website traffic.
  • Converting leads into customers.
  • Developing customer loyalty.

Top Articles
Latest Posts
Article information

Author: Jonah Leffler

Last Updated:

Views: 5935

Rating: 4.4 / 5 (65 voted)

Reviews: 80% of readers found this page helpful

Author information

Name: Jonah Leffler

Birthday: 1997-10-27

Address: 8987 Kieth Ports, Luettgenland, CT 54657-9808

Phone: +2611128251586

Job: Mining Supervisor

Hobby: Worldbuilding, Electronics, Amateur radio, Skiing, Cycling, Jogging, Taxidermy

Introduction: My name is Jonah Leffler, I am a determined, faithful, outstanding, inexpensive, cheerful, determined, smiling person who loves writing and wants to share my knowledge and understanding with you.