The case: Starbucks Jiahui CHEN
Analyze the background;
Starbucks use different marketing strategies and through “world of mouth” and
“experience” these two different ways to make customs generate high brand loyalty
and trust. If Starbucks have made this, then the following competitors must spend
more resources to transfer the loyalty for Starbucks to their brand. In addition, the
distribution channels make strategy better. It adapts a strategy which choose the most
developed area and prime location. But actually, it will be threat in the future days.
Besides, Starbucks has been contributed to new product and innovation.
1. Experience
It opened a consumer demand era from product to services, and then turned to the
service experience with a high quality standard of services. Experiential marketing
can bring the core competitiveness and make consumers focus on the process of
consuming which can provide an unforgettable experience. There are many elements
