Charles Sturt University: MKT501 Starbucks Case Study Analysis

This case study examines Starbucks' marketing strategies, focusing on its corporate objectives, market orientation, and core marketing strategies. The introduction highlights the importance of business objectives and orientations for long-term success. The report delves into Starbucks' corporate objectives, which prioritize market share and ethical sourcing, community engagement, and environmental stewardship. It then analyzes Starbucks' market orientation, emphasizing the firm's focus on customer preferences and adaptation to local markets. The study further explores Starbucks' core marketing strategy, including value-based positioning, backward supply chain integration, and distribution planning. The analysis concludes that these strategies are instrumental in retaining market share and fostering international business development. The report references relevant academic literature to support its claims, providing a comprehensive overview of Starbucks' marketing approaches.

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Marketing and Management
A case study of Starbucks

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Table of Contents
Introduction...........................................................................................................................................2
1. Corporate Objectives.....................................................................................................................2
2. Market Orientation........................................................................................................................2
3. Core Marketing Strategy................................................................................................................4
Conclusion.............................................................................................................................................4
References.............................................................................................................................................5

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Introduction
Business is always governed by policies and practices which altogether aim for
achieving some set objectives. This prioritizes business direction and determines business
orientations to be adopted for business efficiency in the long run. This present report aims to
discuss three vital aspects of the business from the perspectives of Starbucks.
1. Corporate Objectives
As the term evokes, some realistic goals make inevitable grounds of business operation.
These goals are highly important for a business to ensure its survival in the industry. In
addition to this, business keeps it focuses to lend the most realistic sense to goals in the face
of business. These objectives are called corporate objectives in business parlance. Corporate
objectives of Starbucks always hold onto the industry standards by taking into consideration
factors e.g. environment, society as well as business profitability. Attainment of better market
share and its retention is the primary corporate objective while other supplementary and
supportive goals are ethical and better sourcing, community engagement and environmental
stewardship. This highlights the concerns of the firm regarding the achievement of business
profitability in support of better working approach towards society and the environment
(Pride, 2017).
2. Market Orientation
Market orientation offers the essential ground of business operation for moving through
direction for business accomplishment. This, therefore, refers marketing orientation to as
basic of business that has a good connection with profitability. If Starbucks is taken into view
then proverbial and functional strategies of marketing are the most required element of
success to justify the marketing orientation of the firm (Laing, 2013).
Production concept, in general, uses production strategies for ensuring that production
is the least hampered and is focussed to produce the expected and targeted volume of
products. This somewhat calls off preferences for marketing but in Starbucks, this does hold
the exception.

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Selling concept furthers the selling activities of a firm which packs in strategies like
selling and distribution based on marketing and product strength. Starbucks, however, has
marketing orientation with a focus on the quality of products and better selling approach
based on advertisements (Ahlemeyer-Stubbe & Coleman, 2014).
Figure - Market Orientation
(Source: www.locusassignments.com)
Starbucks has marketing orientation leaning and the firm understands that the
importance of products and its purchase value from buyers’ perspectives are justifiable on
basis of communication. This is ensured by the marketing and culture of marketing
orientation plays an assistive part in this respect. Starbucks remains focused on market
research for keeping the tastes of its coffees and other drinks as per choices of local markets
in areas of business operation (Arshi & Chug, 2013). Marketing approaches of the firm are
dependent on choices among customers. In countries of Asia, Starbucks has included the
flavor of green tea to its coffees and drinks. In western countries wherein Christmas is the
main festivity, Starbucks keeps coffee cups well decked up in colors and decors of Christmas.
This increases the appeal of the brand to customers (Giridhar, 2017).
3. Core Marketing Strategy
Currently, the firm is considering to ensure a wider presence of its products. This
combines value-based positioning and backward supply chain integration. Distribution

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planning has been another supportive aspect to strengthen the marketing function of the firm.
With help of value-based positioning, the firm has concentrated on developing an imaginary
but actual perception of coffee products in the minds of customers. Backward supply chain
integration is helpful for Starbucks to ensure and retain control on roasting, procuring as well
as packaging and additionally distribution of products across the world. Incommensurate with
the corporate goals, the marketing strategies discussed here is helpful for the company to
retain market share and development of more business across the international horizons
(Bouncken & Fredrich, 2016).
Conclusion
Corporate objectives of Starbucks include marketing concepts which are only possible
by taking marketing orientation as a business direction. In this report, the core strategies of
the firm have been mentioned and marketing orientation as the main business course has
become clear.

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References
Ahlemeyer-Stubbe, A., & Coleman, S. (2014). A Practical Guide to Data Mining for
Business and Industry. Hoboken: Wiley.
Arshi, T., & Chugh, G. (2013). Strategizing for Innovation: An Empirical Investigation on
Strategic Orientation and Innovation Types. Business And Management Horizons, 1(1),
138. doi: 10.5296/bmh.v1i1.3573
Bouncken, R., & Fredrich, V. (2016). Learning in coopetition: Alliance orientation, network
size, and firm types. Journal Of Business Research, 69(5), 1753-1758. doi:
10.1016/j.jbusres.2015.10.050
Giridhar, C. (2017). Automate it! - Recipes to upskill your business. Packt Publishing.
Laing, G. (2013). Different Strategic Types Operating in the Same Industry: A Multiple Case
Study. Business Management And Strategy, 4(1), 71. doi: 10.5296/bms.v4i1.2826
Pride, W. (2017). Foundations of business. New york: Cengage learning.