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Running head: FINAL PROJECT PROPOSAL PLAN 1

PAPER NAME 8

Final Project Proposal Plan

Excelsior College

International Business

Tremayne Sanders

Starbucks is a successful company because of the quality of the products that the company is offering throughout the world. Starbucks is known across the world because of the taste that has remained unbeatable for years. A number of competitors emerged over time and tried to grab the company's position, but they failed because of the uniqueness of taste and the focus on quality. Global analysis of the company shows us that it is following the track exponentially. Since its evaluation, Starbucks has claimed to be a different company, and it has maintained its claim to date. The company does not only want its customers to enjoy coffee; that's why they have introduced new matters of the trends over time and cubically items to make a good combination (Bergstrom, 2010).

Today, Starbucks has over 28,000 locations in 78 countries worldwide, bringing in over $22 billion in revenue in 2017. Starbucks can be an ideal place to study as it has free Wi-Fi and ample seating, it is a great location to meet friends and to grab a takeaway beverage during a busy day (Wang, 2018).  With so many places in Italy being tourist spots. This will be a business with a logo most will recognize for quality coffee and food.

A report from 2017 reveals that the target consumer line of Starbucks is men and women of middle- and upper-class societies who can purchase expensive products of Starbucks. Before the emergence of the 20th century, the company was targeting its consumers based on the coffee's taste and affordability. Still, after that, when the company introduced new products and alliances with other brands, the targeting reach of the company changed. Now the company is offering an experience to customers when they visit their store and turn these regular customers into loyal customers. The consistency of the brand is another tool that the company is using to attract customers towards the company after quality (Wiener-Bronner, 2019).

References

Bergstrom, B. (2010). Starbucks Marketing Strategy: How to Create a Remarkable Brand 70. https://coschedule.com/blog/starbucks-marketing-strategy#.~.text=They%20their%20target%20audience,the%20eyes20of%their%20customers.

Wang, Jenna. “Why It Took Starbucks 47 Years To Open A Store In Italy.” Forbes, Forbes Magazine, 14 Sept. 2018, www.forbes.com/sites/jennawang/2018/09/13/why-it-took-starbucks-47-years-to-open-a-store-in-italy/?sh=429a8ecffc00.

Wiener-Bronner, D. (2019, July 26). Every Starbucks growth strategy is working. Retrieved from CNN: https://edition.cnn.com/2019/07/25/investing/starbucks-earning/index.html