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Running Head: STARBUCKS FINAL PROJECT 1 Starbucks Final Portfolio Project Leah M. Ridenour Bryant & Stratton College BUSS316 D. Bucella
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STARBUCKS FINAL 2 Starbucks Starbucks was created in 1971 by 3 friends Jerry Baldwin, Zev Siegl, and Gordon Bowker. They created a coffee company that sells top quality coffee and coffee beans. They have also taken on a high-quality tea as well. The company named itself after the chief mate in the book Moby-Dick” (coffee.org, n/d). His name was Starbuck. They chose this due to the theory that products that start with “ST” would sell better. It took almost ten years before they had great profits, which happened with their expansion to California in the early 80’s. Over the years, Starbucks has had some controversial marketing tactics. They have bought out parts of Seattle Coffee Company and then over saturated the market putting smaller little ma and pa shops out of business. There was also the Christmas cup incident where it seemed trying to spread a little Holiday cheer caused quite an issue. Changes were made, and they went to a green and red cup, that was not satisfactory either. Starbucks learned they cannot please everyone. There have been positive marketing techniques as well. Starbucks has used a cause campaign to raise awareness for AIDS and help support research for this. It has been one of the most successful “portion” cause campaigns raising over $14 million. Starbucks gave .25 cents of every cup sold towards this campaign. They use red cups surrounding national AIDS day to bring attention to this and is named the “Red” campaign. Due to enormous amount of support Starbucks has for the LGBTQ, they decided to market the Red campaign geared towards this community and others that support. Customers can see Starbucks as more than just a coffee company. They see Starbucks as a corporation that dares to be different no matter the negatives
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STARBUCKS FINAL 3 behind an issue. The goal was to show the customers that they have a common fight as well
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