In nowadays, with the fast-pace lifestyle, there are phenomenon that coffee shops and cafes have popped up everywhere. Grabbing a coffee became part of most people’s daily schedule. Due to the forever changing consumer markets, people has expected more on the goods and services they are getting.Thus, how to stay competitive in such intense industry became the challenge for the existing coffee shops and those who is plan to start. In contrast, understand how to meet or exceed the expectations from their target consumers became the key part of success.

Starbucks is one of the most competitive and well-know company in the coffee industry. The company has stayed in the upper-scale of the coffee market. For the past decades, by looking at the graph of Starbucks stock market line, there are always up and down, but they could always found the approaches to come up with victorious at the profit reports on the end of each years. No matter what is the real reasons for their success may be, it definitely clear that we have to give credits to the market strategies that Starbucks implementing on. Starbucks has focus on comfort rather than convenience, we could tell that they has put efforts on their interior design and the different goods they are selling, like the different cups regarding the locations. In addition, they has wide range of the consumers, instead of just focusing on specific groups of people, they would customized their services and ingredients to meet the demand from individual, things like types of milk,sugar level and flavours of the syrup, etc. They also would re-make any “failure” drink. The main idea is not just making the products special from other, but make the customers feel that they are special and what they get is worthy to what they spend.

Undoubtedly, they has excellent advertising skills. The secret menu they promote will definitely became the controversial topics. Even they has awful taste, but people would still attract by them when looking at the photos on the different social medias with all pretty “models”. Just like the the Unicron Frappuccino they promote this summer, which also called social media-friendly products.  Just like Preena Gadher, co-founder and managing director at Riot Communications states “The brain processes visuals faster than text – marketing and PR people all know this.”

From my personal perspective, sometimes what makes the consumers will to pay is not just the product itself but the services that their getting and the experience that a brand give it to them. In addition, marketing has significant impact on whether or not the business will success.

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Reference:

• Cresci, E. (2017, April 21). Unicorn Frappuccino mania: Starbucks aims at Instagram. Retrieved October 15, 2017, from https://www.theguardian.com/business/2017/apr/21/unicorn-frappuccino-starbucks-instagram-selfie-social-media
• Stevenson, A. (2015, March 09). Schultz to Cramer: The key Starbucks’ success. Retrieved October 15, 2017, from https://www.cnbc.com/2015/03/09/howard-schultz-key-ingredient-to-starbucks-success.html
• Starbucks Business Strategies: Reasons for Success. (2016, October 12). Retrieved October 15, 2017, from http://www.paypervids.com/starbucks-business-strategies-reasons-success/