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Starbucks marketing: 4 Ps and social responsibility

Jessica Wong Inglés

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4 P's of Marketing
- Product
- Place
- Price
- Promotion
2 C's of Marketing
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)
Business Fundamentals
- Publicly Traded Company
- Service Business
  - 24,464 stores in 24,464 stores in more than 75 different count than 75 different countries
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
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
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
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