Starbucks Case Essay Example | Topics and Well Written Essays - 500 words

Starbucks Case - Essay Example Starbuck has been seen using the Horizontal Integration variable in many of their strategic acquisition, joint undertakings, and partnerships. The use of Vertical Integration constituted one of the key success factors for the success of the firm. The company has integrated backwards in opening many coffee roasting plants; and in the same way, integrated forward in controlling the distribution chain of its products. Such segmentation variables enhanced the growth of the company form a simple shop in Pikes Place Market in Seattle to an international company with sales turnover of more than $2.1 Billion. It has acquired market in more than thirty countries for the past 21 years. The success of the Starbucks can be attributed to their name branding. In addition, getting in contract with TAZO tea and Albertsons, and introducing new products into the market greatly contributed to its growth (â€Å"Starbucks: Just who Is..†). The Starbucks brand experience has changed over the time. Customers now see Starbucks as a place to grab a quick cup of coffee with them to their office. The customer behavior has changed a lot for the recent years. The Starbucks has utilized the principles of market targeting in order to keep up with the changing consumer preferences. Such changes evolved within the firm constituted for a change in the Starbucks experience. The brand experience is the ‘soul’ of a firm in its successful operation. Besides, the firm’s willingness to be a part of a social setting also plays an important role in its operation. On the other hand, some of Starbucks customers have changed over the time; because they might not be feelin g quite comfortable with the new strategies of target marketing. And they might not be feeling quiet good about paying heavy prices for the new Starbucks experience. The Starbucks accomplished