Marketing Mix of Starbucks Corporation

Marketing Mix 0
Marketing Mix
Student’s Name
9/21/2019

Marketing Mix 1
Introduction
Starbucks Corporation is a leading coffeehouse chain in the world that focuses on delivering
maximum satisfaction to customers. The company uses its marketing mix to develop a strong
brand image and allows multinational growth of the business. The additional paragraphs will
reflect upon the marketing mix of Starbucks (Harrington, Ottenbacher and Fauser, 2017).
Marketing Mix
Product
It includes business offerings to customers. Starbucks focuses on making continuous
innovating and modifications in its product lines to fulfil the changing expectations of the
customers and expand the market share. The product offering served by Starbucks includes
Coffee, Tea, Baked goods, Frappuccino, Smoothies, Other foods and beverages and
Merchandise (mugs, instant coffee, etc.). The company develops a strong image by making
continuous innovations in its product to serve the changing customer trends and face the
competition under the international market (Gupta, Nagpal and Malik, 2018).
The company focuses on adding new flavours that are developed in its innovation lab and
attracts the customers by value addition in its products. Its products extensions help in
reaching worldwide customers and expanding its market share (Gupta, Nagpal and Malik,
2018).
Price
Pricing is considered as the most important component in driving the sales of the company
and influencing buyer behaviour. It is analysed that Starbucks uses the premium pricing