I have selected Starbucks because I am highly fascinated by the coffee industry. I also plan to start my own business in the coffee industry and in the coffee market there is no better company than Starbucks. Starbucks has an amazing success story and has been the leader in the coffee industry for the past few years. It’s not just the coffee that sells; it’s the “Coffee Experience” which sells for Starbucks. The company has been able to convey their messages, missions and vision to their customers which have helped them in pursuing a relationship marketing strategy. The company treats its customers as premium customers which allow them to charge premium prices for their products.
The rapid expansion of Starbucks leads unfortunately to some serious problems. The company has to fight with the commoditization of Starbucks’ brand because of a series of decisions which are necessary for the rapid business growth. Getting back to the score, being smarter in efforts of time, money, and resources, pushing innovation, and doing things necessary to once again differentiate Starbucks from all others are the keys for business success in the future.
The main attraction of Starbucks is the product Coffee itself. They have been serving the best coffee of the world over a number of years. The coffee there is of the highest standard quality. They have been able to maintain the standards of quality with a great deal of efforts of their staff members. The coffee buyers are the employees of Starbucks who travel worldwide and select the highest quality of beans. These beans are selected through ethical trading, as they are bought from the farmers themselves instead of the feudal lords. These beans are selected from all over the world, mostly from Latin America, Africa and Asia. Once the high quality beans are selected, they arrive at the roasting plants where a team of experts balance the required ingredients which produce the World’s best coffee. Starbucks is offering more than 30 blends of coffee. The most productive variety being offered is undoubtedly the premium Arabica coffees.