Starbucks Coffee

Starbucks is a company that serves coffee based beverages. The first Starbucks store opened in Seattle, Washington that sells coffee beans and brewed quality coffee. The company started expanding its service to a global scale and until this moment, there are more than 6000 locations in over 30 countries that sell Starbucks coffee.

Starbuck Corp is selling more than just quality coffee and perfect service, the more important element from Starbucks coffee is the customer's experience of the coffee culture. Starbucks believes that their products are not only coffee but also the experience of the coffee shop culture, that is, professional, leisure and romantic "third space" experience. One of the main competitive strategies of Starbucks is to communicate with customers in the coffee shop, in particular, it is the communication between the customers themselves. Customers drinking Starbucks coffee tend to interact each other with a common spot, the coffee in their hand. Thus, by giving the brand this additional social feature, Starbucks coffee had made their product not only a physical need but also a mental desire.

Starbucks coffee always controls their quality of their service, from the grinding coffee bean machine to quality ice tea, they made sure they had quality service to sell to the customer all the time. "Just say yes" is their customer service goal. That is, to meet customer demand, based on the positioning of the target customer base Starbucks who are a white collar and college students who love new things and busy with their own life. So they tend to treat a cup of quality as a reward to themselves. Starbucks used this unique demand and maximized the entire brand based on this emotional need to create a series of food and beverages to earn the maximum profit.

In terms of business development, Starbucks adjust their marketing plan based on the local market in different parts of the world to take flexible investment and cooperation mode, Similar to McDonald's global expansion, Starbucks began very early in the transnational operation in the universal implementation of three: joint venture, licensing agreements, sole proprietorship.