Marketing Strategy Case Studies: The Starbucks Experience
2016
Computer Files, Websites
Key Topics Marketing Strategy Retailing Corporate Social Responsibility Globalisation Starbucks is the essential success story of the American capitalist dream. From humble beginnings in 1971 as a Seattle coffee store, it's become a multinational with over 21,000 outlets in 63 countries. Its brand is universally known. How did they do it? Starbucks' success owes a lot to the vision of its guiding light, CEO Howard Schultz, who preaches an almost evangelical brand of caring capitalism, at the same time focusing relentlessly on the customer experience. Acquisition, brand-stretching, social media, and new channel development have all played a part. They put a lot of stress on caring for their staff and the in-store atmosphere. They want customers to feel it's their Starbucks. Good Citizen? CEO Howard Schultz talks about creating a philosophically different business but is it really? Critics point to low pay and scheduling pressures for staff, tax avoidance and, above all, the pittance developing world farmers receive for the coffee beans.
Author:
Imprint:
[San Francisco, California, USA] : Kanopy Streaming, 2016.
Collation:
1 online resource (1 video file, approximately 27 minutes) : digital, .flv file, sound
Notes:
In Process Record.Title from title frames.Originally produced by TV Choice in 2015.In English
System details:
Mode of access: World Wide Web.
Language:
English
Index terms:
AdvertisingBusiness Case StudiesMarketing
BRN:
415960
Electronic access:
Access eFilm - A Kanopy streaming videohttps://www.kanopy.com/node/165244/external-image - Cover Image