mkt 445 Case Starbucks

mkt 445 Case Starbucks - Setiadi Gunawan MKT 445 September...

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Setiadi Gunawan MKT 445 September 16, 2008 Starbucks’ Case Company History Jerry Baldwin, Gordon Bowker, and Zev Siegl started the Starbucks Corporation in 1971. In 1982, Howard Schultz, Chairman and Chief Global Strategies of Starbucks, came up with a brilliant idea, which transforms Starbucks from a coffee retailer into a café business. Today, Starbucks has become a very successful company in coffee bean and beverage business. Their Revenue keeps increasing from year to year (See exhibit 1). ________________________________________________________________________ First, I made a mental map before developing a brand mantra for Starbucks (See exhibit 2). The brand mantra for Starbucks: Emotional Modifier Descriptive Modifier Brand Function STARBUCKS Fun Refreshment Beverages Analysis: I put “Beverages” on the brand function category. The reason I do not put “coffee “because I realized that Starbucks offers variety of different drinks such as tea, chocolate, milk shake, etc. The descriptive modifier clarifies its nature. Therefore, I put the word “refreshment” here to give some rejuvenating feeling. Finally, emotional modifier provides another qualifier. Thus, I think “Fun” is the most suitable emotional description for Starbucks. The reason is I, personally, as a young person feel very comfortable inside the Starbucks store. I often spend several hours hanging out with some friends while listening to the music at Starbucks. Five partnerships, extensions, complementary products, ventures or acquisitions that
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This note was uploaded on 10/13/2008 for the course BUAD 307 taught by Professor Morristowns during the Fall '07 term at USC.

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mkt 445 Case Starbucks - Setiadi Gunawan MKT 445 September...

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