Starbucks Business

11 Pages 2790 Words

ee” (Schultz, Howard). Starbucks promotes a different type of atmosphere depending on the season. Summer is the time to advertise the iced drinks like Frappuccino® while the winter is for coffee, espresso, and teas. The second part of its promotion plan is the community. Starbucks advertises that it is part of the community. With community programs, environmental seminars, local artist shows, and the like, Starbucks tries to sale itself as an integral part of the community in which it resides. This is an effort to reduce the “Evil Corporation” stigma it was give by some of its competitors.
The third tier is Starbucks’ attempt to differentiate itself from its competitors. The basis of this is termed “specialty blend”. Starbucks offers “specialty blend” coffees, teas, iced drinks, and ice cream. Whether in the coffee shop or grocery store, Starbucks’ brands are specialized. Starbucks emphasizes this promotion plan through coffee testing, global coffee competitions, and the Coffee Olympics.
People
The “Starbucks...