Abstract
The ongoing COVID-19 pandemic has a significant influence on businesses and marketing strategies across the globe, including Starbucks Coffee. The COVID-19 pandemic has been completely novel in its unprecedented impact on the modern globalized economy. This in-depth analysis of this coffeehouse provides recommendations that were carefully considered within the context of the current public health crisis. The objective of this study was to systematically analyze the strategic marketing approach of Starbucks Coffee to generate recommendations that can not only be applied to Starbucks but marketing endeavors more broadly. A comprehensive review approach was adopted beginning with a thorough situational analysis. Problems and opportunities related to the marketing of Starbucks Coffee were investigated and recommendations were generated. All stages of the study were robustly supported with relevant citations. Starbucks has matrixed a complex corporate structure that supports not only its survival but its continued development even in an increasingly dense and competitive marketplace. While Starbucks must continue to intermittently reevaluate its key problems and key opportunities, especially in the approaching few financial years, the company is operating with impressive effectiveness through the adversities of 2020 thus far. After a careful analysis, Starbucks Coffee should increase the distribution of products that are more likely to succeed during the COVID-19 pandemic, expand pick-up and delivery services, implement additional store locations in underdeveloped geographic market segments, and utilize its vast array of promotional mediums to optimize brand positioning as they approach a reopening world.
Highlights
Starbucks Coffee should increase the distribution of products that are more likely to succeed during the COVID-19 pandemic, expand pick-up and delivery services, implement additional store locations in underdeveloped geographic market segments, and utilize its vast array of promotional mediums to optimize brand positioning as they approach a reopening world
Despite setbacks from the COVID-19 global pandemic, Starbucks has continued to grow as a firm for decades and has the strong rooting to survive well past the current environmental conditions
Price, and customer relationship management decisions are minimal, Starbucks must take this opportunity to revisit its distribution and promotion decisions to maximize potential in the near post-COVID-19 market. This necessitates an increase in the intensity of distribution for products that have remained successful during the pandemic period, and a reevaluation of the firm’s distribution to wholesalers and retailers to best fit the current environmental conditions
Summary
Starbucks Coffee is an international coffeehouse that began as a single store in Seattle’s Pike Place Market back in 1971. Founded by entrepreneur Howard Schultz, several strategic initiatives including strong brand creation, premium product development, and company expansion to international markets were largely responsible for Starbucks Coffee’s specialty coffee marketing strategy during the 1980s and 1990s (Koehn, 2005). The Starbucks Coffee company mission is stated proudly on the corporate website: “to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”. To begin this marketing analysis, a thorough situation analysis was conducted. The pros and cons of each alternative were considered such that a final recommendation was reached
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