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Starbucks Marketing Strategy Overview

This document provides an overview of a project report on the marketing strategy of Starbucks in the United Arab Emirates. It introduces Starbucks' history beginning in 1971 in Seattle and its rapid global expansion. By 2000, Starbucks opened its first outlet in the UAE and has established itself as a leading coffee brand, though it faces competition. The report will analyze how Starbucks has created brand perception and marketed itself successfully in the Middle East by appealing to both adults and youth. It will use primary and secondary research methods like surveys, websites, and journals to conduct a SWOT analysis and understand Starbucks' parameters, risks, opportunities and how it has taken advantage of the large youth demographic in the region.

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Faahim Zubair
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10 views5 pages

Starbucks Marketing Strategy Overview

This document provides an overview of a project report on the marketing strategy of Starbucks in the United Arab Emirates. It introduces Starbucks' history beginning in 1971 in Seattle and its rapid global expansion. By 2000, Starbucks opened its first outlet in the UAE and has established itself as a leading coffee brand, though it faces competition. The report will analyze how Starbucks has created brand perception and marketed itself successfully in the Middle East by appealing to both adults and youth. It will use primary and secondary research methods like surveys, websites, and journals to conduct a SWOT analysis and understand Starbucks' parameters, risks, opportunities and how it has taken advantage of the large youth demographic in the region.

Uploaded by

Faahim Zubair
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

“MARKETING STRATEGY OF STARBUCKS”

PROJECT REPORT SYNOPSIS SUBMITTED


TO THE
BIRLA INSTITUTE OF TECHNOLOGY, MESRA
(DEEMED UNIVERSITY)
FOR THE PARTIAL FULFILLMENT OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
BY
FAAHIM ZUBAIR BBA/8005/08

UNDER THE SUPERVISION OF

[Link] ANWAR

BIRLA INSTITUTE OF TECHNOLOGY

INTERNATIONAL CENTRE

RAK, UAE

13-MARCH-2011
INTRODUCTION

The history of Starbucks starts in Seattle in 1971. Three friends, Jerry


Baldwin, Zev Siegl, and Gordon Bowker, who all had a passion for fresh
coffee, opened a small shop and began selling fresh-roasted, gourmet
coffee beans and brewing and roasting accessories. 
From humble beginnings starbucks has evolved into the
largest coffeehouse company in the world,with over 16,858 stores in 50
countries, including over 11,000 in the United States, over 1000 in
Canada, and over 700 in the UK.
From Starbucks' founding in later forms in Seattle as a local coffee
bean roaster and retailer, the company has expanded rapidly. In the
1990s, Starbucks was opening a new store every workday, a pace that
continued into the 2000s. The first store outside the United States or
Canada opened in the mid-'90s, and overseas stores now constitute
almost one third of Starbucks' stores.
Starbucks set up its first outlet in the uae in the year 2000 and it has
quickly established itself as the leading coffee brewery in the nation,
even though they face stiff competition from other brands such as
caribou,Gloria jeans coffee and dunkin doughnuts.

SIGNIFICANCE OF STUDY
A brand has to have a very distinct identity,which is lined to the concept
of the marketers who wants their brand to be associated by others in
the market.A brand must be able to develop an identity that can appeal
to the customers. Starbucks has managed to achieve this on a very
large scale:they have made the world their [Link] starbucks logo
has become one of the most recognizable symbols in the food industry
and it has been associated with quality service and most
importantly,good coffee.

What this project report will consist of is how starbucks has managed
to establish itself in the middleast by taking advantage of the fact that
the middle east has a huge youth [Link] has created
an atmosphere in their stores that appeal both to adults and to the
youth and has successfully amalgamated a sense of homeliness to their
otherwise sophisticated surroundings

DATA AND METHODOLOGY

a. Objectives of the study

To

 Know how starbucks managed to create its brand perception in

the middle east

 How it markets itself in the uae


b. Data Collection
Primary Data

Questionnaires will be used for collecting the required primary data.


Surveys will be conducted among the audience and ask their opinion.

Secondary data

Secondary data will be collected from newspapers, websites,


magazines, journals, research reports, market reports.

c. Sampling
The sampling technique of all data collected will be randomly sampled
to ensure better coverage of the situation.

d. Data Process & Analysis


SWOT Analysis

e. Scope of the study


It is the general outline of what this project will cover. 

It will define and explain:

 The parameters of the project


 Its asset, risks and opportunities
REFERENCES
 Websites
[Link]
[Link]

 Books and Magazines


Put your heartinto it-howard schultz
Marketing Insights from A to Z – Phillip Kotler
The starbucks experience-joseph michelli
Businessweek – 27 June 2005

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