Ch. 7 - Business Marketing

Strategic Alliances of Starbucks

1. AT&T

    If you visited any of Starbuks coffee shop, You can use AT&T wireless services
    without any charge. some of my friends said the wireless speed is big reason for
    choosing coffee shop amongs many coffe shops. When they satisfied with wireless
    condition, they would get positive image to AT & T, even though customer
    visited Starbucks.

2. Barners &Nobels

As previous post, Starbucks make relationship with Barners & Nobels. Almost of  Barners & nobles bookstores have cafe with starbucks menu. Unlike Ragular Starbucks coffee shop, B&N cafe have limited flavors and types. The target of this store is book shoppers who think about drinks with book, not a regular customer. If their goal is just drinks, They will move to another regular Starbucks coffee shop. As a result, B&N cafe has basic and popular menu from regular Starbucks coffee shop. Also, those cafes run from Barners and Nobels.


3. CUNY schools

    Have you ever been cafeteria in 1st floor? If you said 'yes', What kind of brand coffee
    is there? The answer is Starbucks coffee. If you visit other CUNY schools, such as
    Barauch colleage and Hunter colleage, you will be able to find cafeteria with limmited
    Statbucks coffee menu. Same as Barners & Nobels Cafe, This caffeteria doesn't run
    from Starbucks company.

4. United Airline

    If you used United Air line, You can find Starbucks logo. easily in the air craft.
    coffee cups in the filghts have both company’s logos, Starbucks and United Airline.
    This method has limited person and limited time, but they would be exposed again
    and again in limmited time. 

5. Apple

Starbucks make relationship with apple in musical partnership. The musical partnership is between Starbucks and i-Tunes, an alliance that has formed the "song of the week” program. As becoming Starbucks member, you can get free song in every weeks for apple product user.

 

 

 

 

 

Biblioghaphy

 

Larson, Rebecca. "Marketing Strategy and Alliances Analysis of Starbucks Corporation".     
           Lynchburg, VA. Liberty University school of bussiness, 2009.

Ch. 8 - Segmenting and Targeting Markets

Segmenting of Starbucks

 

For starbucks, market segmentation is very meaningful. because Starbucks Started from market segmentation. Starbucks was a coffee machine shop, not a coffee beverage seller. When Starbucks started as a coffee machine shop, They sell all about coffee, except coffee drinks. Ten years from open their bussiness, Starbucks was a just small coffee wholesaler. However, Starbucks becomes the biggest coffee beverage chain in the world after market segmentation. Starbucks segmented market as several parts, and started to focus thier abilities to one part. The part that Starbucks  focused was people who likes drinks coffee ,but dislikes making coffee due to laziness. Starbucks started to use their esspresso machines and coffee for serving good quarity of beverage.

 

After getting success, Starbucks extend target market to people who want drinks. Starbucks starts to serve non-caffine drinks such as 'Tazo Tea' and lamonade drinks. Nowadays, Starbucks starts to focus on people who want something to eat. Starbucks made thier own bakery brand, 'La boulange', and make several kinds of bread products. This is a new target market, people who want something to eat during tea time. Courtesy of market segmentation, Starbucks can get a huge success as No.1 worldwide coffee chain. as a new market segmentation, Starbucks move a step forward to become the biggest Food company in the world.