{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

mkt 445 Case Starbucks

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

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
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.
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern