After reading Danny Jung’s blog entry on Starbucks, I have some comments I would like to elaborate more on. As being said that Starbucks is the “most often expensed food and beverage brand in 2014”, there are many reasons behind the success of Starbucks. I completely agree with what Danny has said in his blog: differentiation of products, high speed of free wifi, as well as fast service skills employees provides. However, I would also like to mention on the marketing strategies that Starbucks has used to become a company with one of the best corporate image as well as services.
In my opinion, Starbucks in a sense is creating massive customization for every individuals that has walked in to the store with such short time period. When you purchase a drink, you could have your very own coffee with special sauce in, or low sugar, fat free, or even add creme to go with your drink. All of this could be done in Starbucks without having to have additional charges. Before you pay your bill, they would kindly ask for your name and write it on the cup. Such little details are actually making big differences (as being mentioned in the previous blog entry). As being a personal experienced customer and with my friends who constantly purchase Starbucks goods, we would take pictures of your drink with our names shown in the pictures. We would not take a picture of our Tim Hortons coffee and upload on to Facebook. As being said in Danny Jung’s blog, Starbucks is well aware of their main customer segments are businessmen and students, therefore having customer’s own customized drink make them feel “special” and satisfy their utility.
Bibliography:
http://www.authorstream.com/Presentation/anuj.jimj-1317719-strategic-alliance-of-starbucks-and-tata-coffee/