Starbucks marketing: 4 Ps and social responsibility

1. 4 P's of Marketing

   • Product
   • Place
   • Price
   • Promotion

2. 2 C's of Marketing

3. Marketing Research

   • Tracking customer preferences/responses (website comments)
   • Following cultural trends (dairy substitutions, nut allergies)
   • In-store product testing
   • Monitoring social media (word-of-mouth, brand ambassadors)

4. Business Fundamentals

   • Publicly Traded Company
   • Service Business
     • 24,464 stores in 24,464 stores in more than 75 different count than 75 different countries

5. Factors of Production

   • Natural Resources
     • Agriculture
     • Water
     • Fuel & Energy
   • Raw Materials
     • Coffee Beans
     • Cocoa
     • Water
     • Juice
     • Milk
   • Management
     • CEO chairman
     • Administrative Team
     • Managers
   • Information
     • Drink guides/recipes
     • Bakery Recipes
   • Capital
     • Coffee Machines
     • Roasters
     • Ovens
   • Labour
     • Baristas
     • Vendors

6. Functions of Management: CEO Howard Schultz

   • Organizing
     • Consistent with delivering products and services
       • Whichever Starbucks branch you visit, you will always get the same, perfect taste of quality coffee and artisan-baked goods
   • Planning
     • Mission and Values
       • When interviewed about his coffee business, he discussed his initial vision; he wanted to build a company that treated customers with respect and dignity
       • The company aims to be a place where customers can socially interact with friends, hold business meetings, or work independently
     • Understands the Importance of Partnerships
       • For decades, the company has been partnering with several companies to reach out to different market
   • Leading
     • Takes good care of his team and employees
       • Comprehensive Health insurance
       • Option to Own Stocks
       • Flexibility to Change Work Schedules
       • Genuinely Listening to Employee's Ideas
     • Respects Culture and Diversity
       • Starbucks is open to supporting suppliers who come from diversified communities (Asian-Pacific Americans, African-Americans, Asian-Indian Americans
         • Contributes to the economic development of lower class communities
   • Democratic Leadership Style

7. Social Resposibility

   • Community
     • Starbucks Foundation
       • Created to support commitment to community (since 1977)
       • Fostering education in China - Starbucks established the Starbucks Education Project ($5 million commitment to support China’s educational program
       • Rebuilding the Gulf Coast - the C.O.A.S.T. fund was created to assist in Gulf communities’ recovery from hurricanes Rita and Katrina
       • Nurturing Young Leaders - Starbucks Shared Planet Youth Action Grants allow youth to contribute their vision and ideas for making the world a better place
     • Ethos Water Fund
       • Every time a bottle of Ethos water is purchased, 5¢ is contributed to the Ethos Water Fund clean water to help children in developing nations with clean water
       • Funds help benefit more than 420,000 people globally
   • Environment
     • Recycling
       • Greener Cups - cups and packaging are more recyclable
   • Ethical Sourcing
     • Responsibly Grown Coffee
       • Organic coffee is grown with methods that have a lower impact on the environment
         • Workplace must value safe, fair, and humane working conditions (protecting rights of workers)
     • Fair Trade
       • Starbucks began purchasing Fair Trade Certified coffee in 2000, which grew the market for Fair Trade Certified coffee in the U.S.
         • Fair Trade Certified coffee supports small-scale farmer
   • Diversity
     • Partners/Employee - Starbucks seeks out partners who are as diverse as the communities they serve
     • Suppliers - Through a supplier diversity program, Starbucks increases business relationships with minority suppliers

8. Strategic Alliances

   • Chapters/Barnes & Noble
     • Partnered with Barnes & Noble bookstores in 1993
     • Partnered with Chapters bookstores in 1995 (Canada)
   • PepsiCo.
     • Partnered with the bottle company to sell the chilled coffee drink, the Frappuccino

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