Analysis of the Successful Marketing Strategy of Starbucks Based on 4P Theory
Zexi Jin
Abstract:This study presents a comprehensive review of how Starbucks transformed from a single coffee house in Seattle in 1971 to an international coffee empire. It reviews the strategic marketing campaign, targeting upscale young adults and professionals, describes how they incorporate sustainability into the Starbucks ethos and examines how Starbucks rules the global coffee market using its 4Ps strategy (Product, Price, Place, Promotion) despite challenges arising from market saturation and changing consumer tastes. … Show more
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