Week 1 Internet Search Starbucks

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1 Internet Assignment- Starbucks Jasmina Sprayberry Colorado Christian University MKT-460A- Product, Development and Pricing James Douglas July 26th, 2020

2 Internet Assignment- Starbucks Every great strategy has to have focus, the company’s strategic profile, and the value curve should all be clearly shown. (Kim, & Mauborgne, 2015). Starbucks is a great example of a company that has implemented the Blue Ocean Strategy. (Sharma, 2017). When Starbucks was launches they had already established many cafes so that was not going got be their main focus. Instead of focusing on the coffee. Starbucks developed the brand differently focusing on different types of coffees, teas, they branded the “Frappuccino”. They have weaned away from just a coffee shop to creating a social venue by offering free Wi-Fi, newspapers they encourage their customers to stay and chat. (Sharma, 2017). The companies mission statement is to “inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time." ( Farfan, 2019). The focus of Starbucks really is all about the people, and the community. They have taken a very in demand and popular industry and created their own market by simply focusing, on their customers, roasting and brewing their own coffee, and bringing communities together. Their biggest competitive advantage is that they provide a high quality coffee and products at reachable locations. Reasonable prices and a great community for coffee drinkers. Overall Starbucks has maintained a competitive advantage since creating its original “blue ocean” strategy of bringing quality, bistro-style coffee choices to the masses. (Alkhayyal, 2013) Their business models also shows that it is all about the people, they have created an uncontested market place that sets them apart from other coffee shops. They have been known for offering some of the best customer’s service, also proving a great employee service with phenomenal benefits. The focus is that they are in the people industry, not in the coffee industry. As Christians we are always thought that we are better together than alone. Community is life- giving. “Over all these virtues put on love, which binds them all together in perfect unity.”

3 (Colossians 3:13, NIV) In order for Starbucks to maintain in the Blue Ocean, and with the strategy, their focus will need to be on its core competencies and they must create new value innovation by always being ahead and continuing to enhance their customer experiences. Their strength definitely focuses on the brand, and by increasing and amplifying their connection to their very loyal customers they can remain different than other coffee shops who are battling in the red ocean.

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4 References Kim, W. C., & Mauborgne, R. (2015). Blue ocean strategy: How to create uncontested market space and make the competition irrelevant. Sharma. A. (2017). Tweak Your Biz. Create a Competitive Space without Competitors with the Blue Ocean Strategy . Retrieved from https://tweakyourbiz.com/marketing/create-a-competitive-space- without-competitors-with-the-blue-ocean-strategy Farfan. B. (2019). The Balance Small Business. Starbucks Company Mission Statement. Retrieved from https://www.thebalancesmb.com/starbucks-mission-statement-2891826 Maram Alkhayyal. (2013) Maram Alkhayyal Blog. Retrieved from http://maramalkhayyal.blogspot.com/2013/08/starbucks-blue-ocean-strategy.html

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