Strategic Brand Management Report 2022
Added on 2022-10-01
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Running Head: Strategic Brand Management
Strategic Brand
Management
Report
System04104
8/17/2019
Strategic Brand
Management
Report
System04104
8/17/2019
Strategic Brand Management
1
Executive Summary
Starbucks Corporation is the leading and most popular Coffee house of USA. Starbucks is
also popular in some other countries like Australia and some of the European countries.
Starbuck is known for its quality coffee products and beverage food products. However, the
company focuses on provide quality coffee for the people that nurture and inspire the human
spirit through one cup of coffee, one person, and one neighbourhood at a time. This is the
mission of the company.
Starbuck is limited its operation in few countries where mass number of people belongs to
western culture and have a great amount of money to spend. The target customers of the
Starbuck are young adults having a great amount of wealth or high income to spend with
family and friends in a coffee store like Starbucks. However, this is the reason that company
do not have more stores in Asian country where most of the country is developing countries
except than Japan and Russia. Starbuck needs to enhance its business in the Asian market for
further development and growth in the Asian market. Apart from this, the premium pricing
strategy, high competition in the coffee market, and decreasing consumer perception level
about Starbucks are also some major concern for the Starbucks.
To ensure future growth and development and to face the competition in the coffee market,
Starbucks need to improve its marketing plan and should accept the opportunities that are
available in the Asian market. The increasing demand of coffee instead of tea in Asian market
is also a big opportunity for Starbuck to expand its business in the developing countries of
Asia.
1
Executive Summary
Starbucks Corporation is the leading and most popular Coffee house of USA. Starbucks is
also popular in some other countries like Australia and some of the European countries.
Starbuck is known for its quality coffee products and beverage food products. However, the
company focuses on provide quality coffee for the people that nurture and inspire the human
spirit through one cup of coffee, one person, and one neighbourhood at a time. This is the
mission of the company.
Starbuck is limited its operation in few countries where mass number of people belongs to
western culture and have a great amount of money to spend. The target customers of the
Starbuck are young adults having a great amount of wealth or high income to spend with
family and friends in a coffee store like Starbucks. However, this is the reason that company
do not have more stores in Asian country where most of the country is developing countries
except than Japan and Russia. Starbuck needs to enhance its business in the Asian market for
further development and growth in the Asian market. Apart from this, the premium pricing
strategy, high competition in the coffee market, and decreasing consumer perception level
about Starbucks are also some major concern for the Starbucks.
To ensure future growth and development and to face the competition in the coffee market,
Starbucks need to improve its marketing plan and should accept the opportunities that are
available in the Asian market. The increasing demand of coffee instead of tea in Asian market
is also a big opportunity for Starbuck to expand its business in the developing countries of
Asia.
Strategic Brand Management
2
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Overview of Company...........................................................................................................3
Part-1 (Brand Inventory Analysis).............................................................................................4
Starbucks Product Range........................................................................................................4
Product Packaging and labelling............................................................................................4
Methods of Distribution.............................................................................................................5
Distribution Channel of Starbucks.........................................................................................6
Pricing Strategy of Starbucks.................................................................................................6
Promotional Strategies............................................................................................................7
Seasonal Impact on the Coffee Products................................................................................7
Points of Parity and Points of Difference with other Brands.................................................7
Part-2 (Brand Exploratory Analysis).......................................................................................10
Target Market of Starbucks..................................................................................................10
Brand Awareness and Brand Strength..................................................................................11
Substitute products...............................................................................................................11
Perception of Customers about Starbucks............................................................................12
Brand Strategy Recommendations...........................................................................................12
Conclusion................................................................................................................................13
References................................................................................................................................14
2
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Overview of Company...........................................................................................................3
Part-1 (Brand Inventory Analysis).............................................................................................4
Starbucks Product Range........................................................................................................4
Product Packaging and labelling............................................................................................4
Methods of Distribution.............................................................................................................5
Distribution Channel of Starbucks.........................................................................................6
Pricing Strategy of Starbucks.................................................................................................6
Promotional Strategies............................................................................................................7
Seasonal Impact on the Coffee Products................................................................................7
Points of Parity and Points of Difference with other Brands.................................................7
Part-2 (Brand Exploratory Analysis).......................................................................................10
Target Market of Starbucks..................................................................................................10
Brand Awareness and Brand Strength..................................................................................11
Substitute products...............................................................................................................11
Perception of Customers about Starbucks............................................................................12
Brand Strategy Recommendations...........................................................................................12
Conclusion................................................................................................................................13
References................................................................................................................................14
Strategic Brand Management
3
Introduction
Starbucks Corporation is known for its best coffee products and large coffee supply chain
stores. Starbucks is operating its business almost half countries of the world. Starbucks is a
big brand name in coffee products and Food and beverage industry. This report provides
brand audit of the Starbucks that include brand inventory and brand exploratory analysis of
the company. The brand inventory analysis of Starbucks include the analysis of various
marketing activities of the company such as its products range, pricing strategy, promotional
Strategy, and POP and POD analysis of Starbucks with its competitors. The second part of
the report includes the brand awareness and strength of Starbucks. The Brand exploratory
research includes various secondary researches and find out the perception of customer about
the Starbucks. In the end of the report, some key recommendations for brand strategy have
been added followed by a short summary of the report.
Overview of Company
Starbucks is an American coffee company that operates its business operation in more than
30000 locations in 75 countries (Starbucks, 2018). The company has its own coffeehouse
chain. Starbucks was founded in 1971 in Washington (USA). The funders of Starbucks were
Jerry Baldwin, Gordon Bowker, Zev Siegl (Starbucks, 2018). The company is known for its
tasty roasted coffee and this product gave a unique experience to the customers of coffee taste
that makes the company popular among the coffee lovers. The company buy the quality
coffee beans from all around the world to roast and sell in different locations. The company
sells varieties of coffee beans and coffee drinks. Some of the famous products of Starbucks
are Hot and ice teas, freshly brewed coffee, Hot and iced espresso beverages, etc. Starbucks
also provides backed food items and sandwiches for the customers. Apart from this, the
company also known for its CSR activities and support to coffee farmers (Lee, 2017).
The current Chairman of the company is Myrone E. Ullman and CEO of the company is
Kevin Johnson. The total revenue of the company was US$24.71billion in 2018, while the net
profit of the company was US$4.51billion in 2018. There are more than 290,000 employees
are working in different locations in the company (Starbucks, 2018). The mission of the
company is to “inspire and nurture the human spirit- one person, one cup, and one
neighbourhood at a time” (Starbucks, 2018).
3
Introduction
Starbucks Corporation is known for its best coffee products and large coffee supply chain
stores. Starbucks is operating its business almost half countries of the world. Starbucks is a
big brand name in coffee products and Food and beverage industry. This report provides
brand audit of the Starbucks that include brand inventory and brand exploratory analysis of
the company. The brand inventory analysis of Starbucks include the analysis of various
marketing activities of the company such as its products range, pricing strategy, promotional
Strategy, and POP and POD analysis of Starbucks with its competitors. The second part of
the report includes the brand awareness and strength of Starbucks. The Brand exploratory
research includes various secondary researches and find out the perception of customer about
the Starbucks. In the end of the report, some key recommendations for brand strategy have
been added followed by a short summary of the report.
Overview of Company
Starbucks is an American coffee company that operates its business operation in more than
30000 locations in 75 countries (Starbucks, 2018). The company has its own coffeehouse
chain. Starbucks was founded in 1971 in Washington (USA). The funders of Starbucks were
Jerry Baldwin, Gordon Bowker, Zev Siegl (Starbucks, 2018). The company is known for its
tasty roasted coffee and this product gave a unique experience to the customers of coffee taste
that makes the company popular among the coffee lovers. The company buy the quality
coffee beans from all around the world to roast and sell in different locations. The company
sells varieties of coffee beans and coffee drinks. Some of the famous products of Starbucks
are Hot and ice teas, freshly brewed coffee, Hot and iced espresso beverages, etc. Starbucks
also provides backed food items and sandwiches for the customers. Apart from this, the
company also known for its CSR activities and support to coffee farmers (Lee, 2017).
The current Chairman of the company is Myrone E. Ullman and CEO of the company is
Kevin Johnson. The total revenue of the company was US$24.71billion in 2018, while the net
profit of the company was US$4.51billion in 2018. There are more than 290,000 employees
are working in different locations in the company (Starbucks, 2018). The mission of the
company is to “inspire and nurture the human spirit- one person, one cup, and one
neighbourhood at a time” (Starbucks, 2018).
End of preview
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