Starbucks has complex marketing strategy

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Reference no: EM132306286

Starbucks has a complex marketing strategy that includes the following tactics:

premium product quality

premium price points

widespread distribution of stores and multiple distribution channels

high quality standards for inputs

premium customer service

excellent employee benefits

investment in suppliers--higher prices and support services to assure quality production

environmental marketing--recycling, recycled content in packaging, composting

full benefits for all employees, even part-time workers

support for community services, including paid time off for employee volunteering

reduction in energy use

corporate charitable giving

individualized promotions in loyalty program to increase loyal customers

1. Starbucks engages in Triple Bottom Line strategic thinking. Categorize (label) each of the tactics listed above (and any others you might know) to its most relevant of the Triple Bottom Line strategic objectives (Profit, People, Planet).

2. Identify and explain TWO major advantages and TWO major disadvantages of a marketing strategy based on a complete Triple Bottom Line set of objectives.

3. Respond to each of the following ethical criticisms of Starbucks:

A. Premium pricing is unfair; it imposes a too high burden on customers and shuts out some consumers who would like to be customers.

B. Charitable contributions damage stockholders by directly reducing profits.

C. Investing in suppliers is culturally insensitive; it forces farmers in very different cultures to adopt Western lifestyles and values.

Reference no: EM132306286

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