WHAT Starbucks offers is the best coffee and tea; and an
extraordinary atmosphere in their welcoming coffeehouse.
WHY: Starbucks believes that people deserve to start their
day with cup of good coffee and a friendly service. Following this belief
Starbucks strives for the highest quality of coffee and tea; and amazing atmosphere
in their stores.
HOW/BHAG: What Starbucks aims to offer is more than just a cup of
coffee. The company believes that the clients deserve the best possible so they
aim to deliver the greatest value to them. Starbucks offers to their customers the
world’s finest fresh-roasted whole bean coffees and an outstanding service at
their stores. By staying true to their
mission, vision and guidance principles Starbucks achieves great financial
performance , as well as manages to deliver values to the people and
communities they serve. By following
their global sustainability approach and the impacts they have on community,
farmers and environment, Starbucks proves to be a world-class company.
4 C's
Consumer: The current target group of Starbucks is men and women
in the age range between 18- 40. That target group mainly consists of young professionals
and adults.
One of the opportunities that Starbucks could undertake is
to focus more on teenagers who are looking for a place to socialize or study.
Since there could be implications about serving teenagers coffee, they can highlight,
bring their attention to and promote not
their coffee but their dessert-like, and
often coffee-free, line of chilled drinks.
Community: Aside from fine coffee and warm coffeehouses
Starbucks aims to give people a voice through their online communities. They want to help people have fun and connect
through their thoughts and ideas. Starbucks online community helps the company
keep an ethical image of the company. They are constantly growing by posting
innovations, information and achievements on their platforms like Facebook,
twitter or Mystarbucksidea community and let people discuss, vote and share
ideas.
