Report on Starbucks Marketing Mix and Competitive Advantage

This report provides an analysis of Starbucks' marketing mix, focusing on the key elements of pricing and promotions. The report begins by highlighting the premium pricing strategy employed by Starbucks, attributing it to the quality of coffee and brand reputation. It notes the absence of different coffee sizes as a limitation. The report then examines Starbucks' promotional strategies, including online, television, and print advertisements, as well as the integration of customer-centric offerings like free Wi-Fi and zero charges for selected coffee. The report concludes that Starbucks' marketing strategies provide it with a competitive advantage, offering insights into the company's future planning. The report references several sources to support its analysis, including Hinterhuber and Liozu (2017), Hutt (2016), Kate (2019), Taecharungroj (2017), and Bi, Teo and Yao (2020).

MARKETING MIX OF STARBUCKS
INTRODUCTION
It is very important to have a marketing mix of the organization so that the future decisions can be taken accordingly
in the organization. Starbucks is an American company which is having more than 30,000 locations worldwide. The
poster consists of 2 P’s which are price and promotions (Hinterhuber and Liozu, 2017).
CONCLUSION
From the above report it can be concluded that the methods and strategies which the company is using, that is giving
the organization an upper hand on the competitors in the market. This can make the organization improve and make
plans accordingly for the future of the organization.
REFERENCES
Bi, S., Teo, C.P. and Yao, D., 2020. Promotion Design with Path Dependent Network Effects. Available at SSRN
3546460.
Hinterhuber, A. and Liozu, S.M., 2017. Is innovation in pricing your next source of competitive advantage? 1.
In Innovation in Pricing (pp. 11-27). Routledge.
Hutt, R.W., 2016. Reputation on the line: the Starbucks cases. Journal of Business Strategy.
Kate, T., 2019. Starbucks is bringing back a promotion that baristas hate—but there's a catch. Business Insider.
Taecharungroj, V., 2017. Starbucks’ marketing communications strategy on Twitter. Journal of Marketing
Communications. 23(6). pp.552-571.
Price
The pricing of the coffee and other eatables in the café are
priced premium because of the supplies and the quality of
the coffee which is being served to the customers from
time to time (Taecharungroj, 2017). The coffees in
Starbucks are not available in different sizes which are
creating a loss for the loyal customers in the organization.
It is due to the brand name, quality of products and
reputation of the company in the market that the customers
are attracted in this organization (Kate, 2019).
Promotions
Starbucks invests in promotions which are online,
televisions and print ads, etc (Hutt, 2016). There are a
lot of addition in the company which are healthy and
that is the trend of the customers which has to be
followed and the promotions have to be done from
time to time so that the company can have a better
customer base. For promotions, Starbucks is providing
the customers with free Wi-Fi, milk options and zero
charges for selected coffee (Bi, Teo and Yao, 2020).