Starbucks continues to use the music-to-emotion connection in the television spots to underscore their core messaging and differentiation.
Internet - Starbuck's Internet strategy stresses their environmentally friendly corporate policies, humanitarian efforts, and accentuates its health coverage for part-time employees. In short, the Internet strategy primarily focuses on showing global corporate responsibility, which is a critical messaging platform as the company moves into new Pacific Rim nations including Australia, Japan, and Korea. The global reach of the company is also exemplified in the use of maps to show where the various coffees are grown and sourced from.
Starbucks also supports their two core messages of delivering "reward" drinks on the one hand (Frappacinos) and getting a caffeine boost for a job (Double Shot) through the heavy use of graphics and downloadable computer art. For the summer promotion of "reward" drinks there is also the attempt to link music with the positioning of the drinks through entire mini-sites running on Macromedia Flash that presents albums and music selections interactively as online shoppers look through the latest Frappacino flavors. The link of high performance, ambition, and acute intensity at work is also communicated through the websites' messaging around its core coffees and Double Shot as well.
Point-of-Purchase - With 75% of the company's sales being through retail stores, according to DataMonitor in Starbuck's Profile (2005) the need to excel at point-of-purchase marketing is clear. Exacerbating this is the fact that the market for coffee shops in the U.S. is becoming saturated, and lifetime customer loyalty is critical for the continued revenue growth of Starbucks. The critical nature of in-store sales through point-of-purchase messaging and fulfillment of promises to customers is central to the growth of the company worldwide.
Starbucks chooses to focus on just-in-time messaging in their stores, including the seasonal...
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The company tried breakfast food with little success, and failed at branching out into music as well. Overall, there is little evidence that Starbucks can be anything other than a coffee company. Despite the weaknesses, there are a number of great opportunities in the market. The best is the opportunity that Starbucks is already pursuing in emerging markets. There is a strong focus on Asia and the Middle East. The
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