Step 2: Starbucks Brand Research

Starbucks Brand Identity: 

https://www.google.com/search?q=starbucks&espv=2&biw=1280&bih=705&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjN-N31upnMAhUJ32MKHSoqDk4Q_AUICCgD


Starbucks Mission Statement: 

"To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time."

Values: 

"With our partners, our coffee and our customers at our core, we live these values:

•       Creating a culture of warmth and belonging, where everyone is welcome.
•       Acting with courage, challenging the status quo and finding new ways to grow our company and each other.
•       Being present, connecting with transparency, dignity and respect.
•       Delivering our very best in all we do, holding ourselves accountable for results.

We are performance driven, through the lens of humanity."

http://www.starbucks.com/about-us/company-information/mission-statement

The Starbucks brand branches out into six different brands which they call their family.
This includes;

1. Starbucks itself, which first opened in 1971, and now has more than 18,000 stores throughout 62 countries. "We strive to bring both our heritage and an exceptional experience to life."

2. Teavana was founded in 1997 and provides the retail experience of heavenly tea where "Teaologists" engage. 

3. La Boulange began in 1999  and offers French pastries and baked goods made from scratch. This branch is one of the newer brands that has become a part of the Starbucks brand. 

4. Evolution Fresh was established in 1992 and these retail stores provide juices that are fresh and filled with pure, vibrant flavor. 

5. Seattle's Best Coffee started in 1970 and provides "a great cup of coffee every day, no matter where they are." 

6. And finally there is Tazo Tea which was founded in 1994 that provides the tradition of blending teas with spices, herbs, and roots. 

http://www.starbucks.com/careers/brands

Customer Experience/Customer Relationships

Starbucks takes passion in constantly improving to keep it's current customers happy as well as future customers. 

-Constant redesigns to keep app looking fresh and appealing

-Improving reward program for customers (https://news.starbucks.com/news/rewards-automatic-gold) 

-Providing a site where Starbucks customers are able to give input on how Starbucks can improve (http://mystarbucksidea.force.com/)

(https://strativity.com/cem-topic/the-starbucks-customer-experience-a-work-in-progress/)

Starbucks Tagline

-The Best Coffee and Espresso Drinks.
-Make every sip more rewarding.
-Pay with your phone. And do so much more.

Starbucks Touchpoints


Difference between Starbucks and it's Competitors

-Fast Service (3-5 minutes)
-Trained baristas
-Fresh coffee
-Drink combinations/Customization
-Machinery
-Employee benefits
-Mobile Ordering
-Free wifi
-Constant improvement
-New locations
-Product expansion

(http://www.businessinsider.com/starbucks-does-better-2011-7)

Coherance

-Consistency in coffee (Use in same machinery, same training, same treatment)
-Welcoming environment in every location, no matter the size

http://www.theatlantic.com/business/archive/2010/10/starbucks-puts-quality-over-quantity/64511/

Market Positioning

Starbucks has been established as highly reputable and basically as number one. This was reached through customer satisfaction and constant growth physical growth around the world, as well as customer experience growth in order to encompass a brand known for constantly improving for the customer.

(http://www.essay.uk.com/free-essays/marketing/strategy-on-market-segmentation-starbucks.php)

Starbucks Commitment

-Sourcing ethically and sustainably
-Creating opportunities through employment, training, and education
-Green retail "minimizing environmental footprint"
-Encouraging service and citizenship (promoting conversation, civic engagement, voter registration)

(http://www.starbucks.com/responsibility)

Starbucks Flexibility

Starbucks is constantly aiming to change and improve its brand for the better. This goes for creating a different experience for different countries and creating a personal experience for each location that is cultural to them.


Starbucks Employee Incentives

-Being more than just an employee, being a partner.
-Being able to be a part of something bigger and inspiring a positive change in the world through community service.
-Benefits: "Your Special Blend" Starbucks College Achievement Plan: Full reimbursement (each year) for a bachelor's degree through Arizona State University online. For military partners additional SCAP benefits may be provided to available spouse or child.

-Recognition Programs, career sabbaticals, other time-off programs

-30% off and online discounts, along with other incentives

-Equal opportunity employer, goal is to create a diverse workforce

(http://www.starbucks.com/careers/working-at-starbucks)