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Starbucks key of success is the ability to change the concept consumers had about drinking coffee. With more than 6000 outlets across the world (2003 numbers) and the intention of increasing them in the near future, the company has transformed coffee into a lifestyle accessory with as much elegance as the latest fashion. However, their way to success was not so easy and if we go back in 1971, we will find that coffee didn't look like it was a great business. There were no signs of getting better, either. Coffee consumption in the United States had peaked in the 1960s, but by 1971 it was on the decline. Most Americans drank something called "coffee" that came ground up very finely in vacuum-sealed tins. Nevertheless, there was appeared tiny Seattle based chain with innovative idea of how to do business that in a few years changed the vision about the process of drinking coffee not only in USA but worldwide. Starbucks has evolved into a great success due to their implementation of Integrated Marketing Communications.What is integrated marketing communication? For many, IMC is concerned with the harmonization of customer oriented promotional messages. Duncan and Everett (1993) suggest IMC has been referred variously as orchestrat
Clustering is becoming important because company's objective is to become a household name and it can be reached by fierce expansion and high coverage. Specialists--more narrowly focused marketers with specialized skills--can be mobilized quickly to provide the particular expertise a given opportunity team requires. In order for Starbucks to become a brand name in Russia, they must not stray from the strategy they set forth in the past. The plants also allowed them to enter the supermarket coffee sales industry in the spring of 1998 and will allow to dominate in the Russian market. In other words, the business philosophy and its aims and objectives, often expressed formally through mission and vision statements, need to be communicated to particular audiences in a way that is synchronised and co-ordinated with the organisation's other communication activities. Marn, "Setting Value Not Price," The McKinsey Quarterly, 1 (1997): 99-1157. With stores opening all the time in new markets, Starbucks' greatest challenge is managing its phenomenal growth. Integrators are marketers with broad skills who coordinate the delivery of products and services to the market from beginning to end. Agreeing a definition of IMC is proving elusive but one of the more popular, simple and intrinsically satisfying views of IMC is that the messages conveyed by each of the promotional tools should be harmonised in order that audiences perceive a consistent image of a product or organisation. Although Russian marketers evidence the trend of increasing coffee consumption in Russia, more than 50% of population prefer to drink tea and don't like coffee, at all. Starbucks could now distribute faster, fresher, and more product to many more of their stores. Not only will they be able to reach millions of coffee consumers, but also this will ensure a great distribution channel that will help lock out some potential competitors. We need to win people over on the importance of aroma.
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Acceptance Essays
