Ch. 18- Social Media and Marketing

According to this chapter in the book, social media is greatly involved in the marketing and advertising of companies. Facebook would be the third largest country in the world according to its population, if it was a country. Starbucks is no stranger to the world of social media, especially facebook. Starbucks has a fan page on almost every social media website. With 37.32 million likes on facebook and 6.56 million followers on twitter. Amongst others. Most people spend more time on their phones or computers rather than watching tv now a days. Starbucks for example is very aware of that. From a personal view point I have seen more Starbucks advertisements online rather than commercials on tv. Starbucks is an all around coffee producing company. They are listening to what people might want to know according to their market. Which is a process of Social Media Objectives. Instead of constantly posting coffee pictures or different drinks on facebook, they also post things such as how to clean your coffee maker. On twitter, Starbucks likes to build relationsjps with their consumers by reposting what their costumers have said about their products and drinks. Mostly the positive comments. Which by listening to their consumers will also attract costumers to perhaps go into a Starbucks and try out the drink that the one costumer had just raved about. 

Ch. 2 - Strategic Planning for Competitive Advantage 

The company of Starbucks has been very smart with their way of adapting to the new culture. They have created a strategic plan in order to stay relevant in their competitive market of Coffee. As market development is explained , Starbucks found a new use for an existing product. They started off only selling coffee and coffee machines. They knew that was making them business but they wanted to increase profit. Therefore they started creating new and famous drinks that we all know and love today. Such as the frappuccinos and other coffee based drinks. Never leaving the consumers favorite that is coffee behind. With the much obvious success of Starbucks, its evident that they have a market plan that works for them. 

Ch. 1 - Overview of Marketing  (Brief History and Mission Statement)

History-The history of Starbucks strats back in 1971 when the first store opened in Seattle, Washington. Jerry Baldwin, Zev Siegl and Gordon Bowker got the idea from Alfred Peet (of Peet's Coffee fame). The store initially sold just coffee beans and coffee making equipment rather than the drinks they have become so famous. After about 10 years, Howard Schultz was hired as Director of Retail Operations and came to the conclusion that they should be selling drinks rather than just the beans and machines. He couldn't convince the owners, so her went his own way to start the || Giornale chain of coffee bars in 1986. The next year, Baldwin and the others sold Starbucks to Schultz who the renamed his || Giornale  locations to Starbucks and quickly started to expand. (Source: Coffee.org)

Mission Statement- "To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time". (source: starbucks.com)

Ch. 1 - Overview of Marketing  (Brief History and Mission Statement)

History - Founded by Charles Lewis Tiffany and John B. Young^[7] in New York City in 1837 as a "stationery and fancy goods emporium", the store initially sold a wide variety of stationery items, and operated as "Tiffany, Young and Ellis" in Lower Manhattan. The name was shortened to Tiffany & Company in 1853 when Charles Tiffany took control and established the firm's emphasis on jewelry.^[8]Tiffany & Company has since opened stores in major cities all over the world. Unlike other stores at the time in the 1830s, Tiffany clearly marked the prices on its goods to forestall any haggling over prices. In addition, against the social norm at the time, Tiffany only accepted cash payments, and did not accept payments on credit. (source : Wikipedia)

Mission Statement - ”To be the world’s most respected and successful designer, manufacturer and retailer of the finest jewelry." (source: retailindustry.about.com)