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Chapter 2
COMPANY AND MARKETING STRATEGY:
PARTNERING TO BUILD CUSTOMER
ENGAGEMENT, VALUE, AND RELATIONSHIPS
MARKETING STARTER: CHAPTER 2
Starbucks’s Marketing Strategy: Delivering “The Starbucks Experience”
Synopsis
Starbucks met with enormous early success by focusing not just on coffee but on the coffee-drinking
experience. The company has since taken a bumpy ride from boom to bust and back to boom again. Along the
way, it learned that a good marketing strategy means more than just growth, sales, and profits. It means
skillfully engaging customers and creating value for them. At its core, Starbucks doesn’t sell just coffee, it
sells “The Starbucks Experience.”
After a period of frantic growth, Starbucks refocused on the “experience” and is once again fully engaged with
customers. Starbucks has built customer engagement and brand community through digital and mobile
platforms. It delivers the one-of-a-kind Starbucks Experience and, as a result of good performance on this
objective, revenues and profits have shot up.
Discussion Objective
A brief discussion of the Starbucks story will help to solidify the importance of creating a company-wide
marketing strategy that is customer focused, and revamping it when necessary. This theme began in Chapter 1
and continues in Chapter 2. It also provides a nice opportunity to examine overall company strategy and
mission, and their relationship to marketing strategy and activities. Finally, Starbucks provides a great
example of how companies are taking new directions in building customer relationships and brand
community.
Starbucks has almost always focused on the brand experience. In the early years, it built the brand’s
image through word-of-mouth and customer focus. Now, it focuses a sizable portion of its marketing efforts on
creating more personal and involving brand experiences.
Starting the Discussion
To make the chapter-opening Starbucks story more personally relevant to the class, begin by asking, “How
many of you drink Starbucks? Has Starbucks changed its offerings in the time you have been buying its
products? In what way?” After a brief opening discussion, go online with students to explore Starbucks’s
website (http://www.starbucks.com).
,Direct the discussion using the following questions. As always, keep the discussion moving with plenty of
student input.
Discussion Questions
1. What is Starbucks really selling? What are customers really buying? How and how deeply do
customers relate to the Starbucks brand? (Starbucks sells a lot more than just coffee. When customers
purchase something at Starbucks, they are buying a brand experience. Ask students what that brand
experience feels like to them.)
2. If you worked as a Starbucks operations manager, financial analyst, IT specialist, or human resources
manager, why would it be important for you to understand Starbucks’s marketing strategy? This
question digs into the relationship between corporate strategy and marketing strategy, and marketing’s
role in the broader company strategy. Non-marketing students often ask, “Why do I need to understand
marketing?” The answer—as noted in Chapter 1 and later in Chapter 2—everyone in the company needs
to align behind the mission of creating customer value.
, 3. How does the chapter-opening Starbucks story relate to what comes later in the chapter? (This
question transitions the discussion into Chapter 2 topics such as overall company strategy and mission,
marketing’s role, customer-driven marketing strategy and planning, and measuring marketing ROI.)
CHAPTER OVERVIEW
Use Power Point Slide 2-1 here
In the first chapter, we explored the marketing process by which companies create value for
the consumer in order to capture value in return. In this chapter, we look at designing
customer- driven marketing strategies and constructing marketing programs. First, we look at
the organization’s overall strategic planning, which guides marketing strategy and planning.
Next, we discuss how marketing partners work closely with others inside and outside the firm
to create value for customers. We then examine marketing strategy and planning—how
marketers choose target markets, position their market offerings, develop a marketing mix,
and manage their marketing programs. Lastly, we will look at the step of measuring and
managing return on marketing investment.
CHAPTER OBJECTIVES
Use Power Point Slide 2-2 here
1. Explain company-wide strategic planning and its four steps.
2. Discuss how to design business portfolios and develop growth strategies.
3. Explain marketing’s role under strategic planning and how marketing works with its
partners to create and deliver customer value.
4. Describe the elements of a customer value-driven marketing strategy and mix and the
forces that influence them.
5. List the marketing management functions, including the elements of a marketing
plan, and discuss the importance of measuring and managing marketing return on
investment.
CHAPTER OUTLINE
p. 38 INTRODUCTION p. 39
Photo: Starbucks
Starbucks began by offering coffee in a European-style
coffeehouse, a “third place.” The goal was to engage
customers and provide customer value. As the market grew,
Starbucks chose an aggressive growth strategy to compete
with everything from independent coffeehouses to fast-food
restaurants.
When Starbucks stumbled, it overcame the struggles by
returning to its focus on customers and providing “The
Starbucks Experience.” In the digital age, Starbucks works
to build deep and strong relationships with customers.
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