• Anagha R

This research paper examines about the success story of Starbucks i.e., their marketing strategies, STP analysis etc. It is one of the global coffeehouses which revolutionised the way, the world was consuming coffee and also emerged as “emblematic” brand of 21st century. Initially it was started as small coffee shop at Seattle and now it has grown into global coffee chain. Currently they are present in over 80 countries. The main objective of the study is to dissect the key success factors of Starbucks. Their Marketing mix, STP analysis, External analysis and many more. They are having unique brand identity and having unique logo mermaid. Their commitment to sustainability and ethical sourcing are also mentioned in the paper. Starbucks provides unique customer experience at their stores. Stores ambience is very unique, this will attract the customers to come and have their coffee at the stores rather than ordering online. They have also invested in technology and developed their own application for ordering coffee online. Their adaption to local geographical region is also explained in the paper. Overall, the paper provides insights about the Starbucks success in the middle of dynamic global competition.

Marketing strategies, segmentation, positioning, targeting, customer satisfaction, Coffee beans

"Starbucks: Overall marketing strategies", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 9, page no.d496-d510, September-2023, Available :http://www.jetir.org/papers/JETIR2309350.pdf

"Starbucks: Overall marketing strategies", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 9, page no. ppd496-d510, September-2023, Available at : http://www.jetir.org/papers/JETIR2309350.pdf