Abstract
Starbucks is a global coffeehouse company known for its high-quality products and exceptional customer experience. However, the Covid-19 pandemic has had a significant negative impact on Starbucks' business, such as decreased sales, store closures and changes in consumer behavior. To overcome these challenges, Starbucks has implemented several effective marketing strategies, such as adapting product offerings, strengthening digital engagement, increasing customer loyalty, and expanding market reach. This case study aims to analyze the marketing strategy of the Starbucks company in facing the Covid-19 pandemic, based on their 2020 annual report. This case study uses a qualitative descriptive method, by collecting secondary data from the Starbucks annual report and other relevant sources. The results of this case study show that Starbucks' marketing strategy has succeeded in helping them maintain business performance, meet customer needs and expectations, and prepare for a better future.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Indonesian Journal of Interdisciplinary Research in Science and Technology
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
