- B) THE PRODUCT
Product Description:
The brewed coffee at Starbucks is probably one of the beverages that would make people stop over and get a cup. The beverage is one of the most liked, and it gets a lot of sales because of its freshness. Rather than using force, freshly brewed coffee uses gravity to push the water that it needs through the coffee grounds (Koch e1). Therefore, the hot water produced dissolves the ground, and passes through a metal filter, paper or cloth, and goes into a carafe or glass, and it is ready for people to enjoy it. Instead of the deep flavor that espresso has, people often get subtle flavor nuance from their selected beans. This reason is why people love the freshly brewed coffee from Starbucks, because they choose the bean that suits them, and they wait for a little while as the coffee is brewed (Koch e1). For instance, with the Pike Place Roast at Starbucks, the result is always a full-bodied coffee that has the notes of cocoa as well as toasted nuts, which coffee lovers often crave for. Coffee is addictive, and people who love them often want a reason to go back to the restaurant and have more. If they find restaurants that have products like the freshly brewed coffee at Starbucks, then they will always yearn or the coffee (Koch e1). The freshly brewed coffee is addictive with equal measures, and that is why Starbucks is often packed to capacity.
Value Proposition
Feature 1: The mantra of “Live Coffee.” Customers have memorable drinking experiences. Customers have attested that they always have a great experience when they order for the coffee, and use the unlimited Wi-Fi that the company provides (Koch e2).
Benefit: The benefit of the experience that the customers have is that they will always want to go back to Starbucks for more coffee to get a good experience. For instance, if students know that they will get free unlimited internet, they will always go back and spend a lot of time in the stores while they order their coffee.
Feature 2: Customers drink and enjoy the coffee as they have admitted that the freshly brewed coffee from Starbucks is quality (Koch e2). Many customers can affirm that the coffee they drink from Starbucks has a high quality, and they will never be disappointed.
Benefit: The benefit of quality coffee is that customers will always acknowledge what they find in the stores, and opt for the same any other day.
- C) THE CUSTOMER
Competition: Dunkin Donuts co-existed with Starbucks peacefully for many years. However, in 1900, the spokesman for the advertisement campaigns in the company retired, and Dunkin transitioned away from coffee and took the direction of donuts. In the early 2000s, Dunkin’ the company introduced its first coffee line and made a name slowly, like a coffee shop (Butler 1). Dunkin decided to fight against Starbucks through its ad campaign, dubbed America Runs on Dunkin. Dunkin’ Donuts paints the image of an All-American brand while Starbucks has developed an upscale and intentionally chic environment.
For a very long time, McDonald’s has always been a fast-food restaurant. However, this global franchise joined the coffee craze when it introduced iced and flavored coffees in the 2000s. In the fiscal year of 2017, this franchise outperformed Duckin’ Donuts and Starbucks, and this was because the restaurant expanded its menu (Butler 2). McDonald has since run a series of ads and commercials to attract more customers and retain the ones who exist.
Target market: The target market of Starbucks are many companies in the social media platforms, s Starbucks has been considered to be the company with the most active social media sites. Starbucks uses social media to engage with the audience and develop a good rapport and relationship with them (Butler 3). Relationships for B2B companies are an essential part of the business transaction between these companies. Starbucks builds a good connection with its audience when it considers them as part of the brand.
Company chosen to sell products to Starbucks has cooperated with Kraft Foods, and together, they sell the coffee products in different supermarkets. Besides, it delivers ground coffee and whole bean to various hotels, office coffee distributors, airlines, institutional food services, restaurants, and retailers (Butler 4). Starbucks has always made its coffee products, particularly the freshly brewed coffee, and sold to people who work for different companies. It shows its commitment to the B2B business model as its purpose of spreading its wings. The company has recorded a lot of success because of the strategy that it uses.
Works Cited
Butler, Lilah. “Coffee’s Dark Secrets: Linguistic Variation in Starbucks and Dunkin Donuts.” Lingua Frankly 4 (2018).
Koch, Laura. “Starbucks Espresso Drinks: More Than the Average Cup of Joe.” Journal of Renal Nutrition 29.1 (2019): e1-e4.