Starbucks decided to focus on its main cash crop; namely coffee. From the taste of the coffee down to the look of the cups, they were looking for something refreshing and consistent. Starbucks has a well-rounded product line of rich-brewed coffees, Italian style espresso drinks and pastries.
Starbucks refers to its employees as partners in which it invest heavily in the form of brand education, pay and stock options. Starbucks believes that the employee is the face of the business and depends on their quality of service to its customers over traditional advertising.
Every store has the same product line, bathroom scenery and the smell of coffee fills the establishment. The music is always at a comfortable level and you can always count on the noisy bangs and clings from the workers making drinks.
The online portal is a consumer think tank for the company, but it also serves as a brand-building forum where customers write about Starbucks products. Ideals
are shared, commented on and points are giving to the brightest ideal.
Also, Starbucks donates a percentage of the sale of Ethos water brand to charity roughly 5%. Starbucks also works with farmers to help improve coffee quality and invest in loan programs for coffee-growing communities. Starbucks Shared Planet Network reuses and recycles materials to construct and renovate the stores. They also provides content for their digital network to connect. This helps to increases personal and community relevance. Customers can connect to the Starbucks Digital Network for free.
