Strategic Management and Leadership Assignment Example | Topics and Well Written Essays - 3000 words

Strategic Management and Leadership - Assignment Example Product mix of the company is essentially constituted of a larger percentage of beverage products followed by food items and also other exclusive coffee products. The company also exclusively works to sell equipments and accessories relating to the production of coffee thereby diversifying on its product mix. Moreover the company management works to administer the operation of the stores on their own rather than depending on franchisees. Success for Starbucks can also be measured by its market size and growth rate as the coffee brands has developed itself and become a global brands. Starbuck presently holds 30% of market share second to Costa Coffee in the UK market and market share of 74330.7% (Neate, 2012). Sales of Starbucks coffee generated 26.5million in 2012 and continued to introduce variants of different type and thus earn profits and increase market share (Restaurants Brands, 2012, p. 8) Starbucks also focuses on enhancement of market share and penetration of larger markets through focusing on conducting sales through other co-branded outlets. Similarly the company also focused on reaching to target consumer bases like youths and children in the form of conducting sales through use of kiosks. ... The marketing strategy of the firm greatly depends on activities like referrals in the form of word-of-mouth and also through the gaining in of support by other partnership companies and alliances in the industry. The company markets its message to the customers through the use of electronic mails rendered in by the people in their visits to the different stores. Further the company also works through the formation of strategic business and promotional alliances with other firms to gain on in distribution and marketing efforts (Larson, 2009, p.3-6). Another secret for the success of Starbucks in the global market for specialised coffee products counts on its enhanced social media marketing efforts. The social media networking activities of the company helps in gaining a large number of followers both in Facebook and Twitter where these people tend to post a large number of messages about their experiences on Starbucks’ products and services. The company through the use of soci al networking sites focuses on gaining a large number of potential feedbacks and recommendations. Through the use of such open communication networks the company tends to enhance its relationship with the consumers while operating in the global market. Similarly the company also encourages sharing videos and experiences on the web thereby focusing on to develop an emotional relationship with its target consumer base. Moreover the company through the use of different social networking sites focuses on empowering the consumers to render potential decisions about business, service and product development categories. These ideas being incorporated in its operational and service dimensions thereby create a sense of belongingness among the consumers relating to the