Starbucks Marketing Strategy Essay Example | Topics and Well Written Essays - 1250 words

Starbucks Marketing Strategy - Essay Example When the company was established, it began as a lone store in the famous Pike Place Market in Seattle. During those days, the company offered some finest fresh-roasted bean coffees worldwide. Consequently, the Starbucks was considered to be the best coffee company since it did not only brought the feeling of connection but also celebrated coffee. Starbucks company has a team of leadership that ensures that all goes well in the company. The company has a chairman, Howard Schultz. He is also the chief executive officer of the company. Adam Brotman is the chief digital officer while Michael Conways serves as the president of the Starbucks Global Channel Development. Also, the company has an executive vice president of Starbucks Global Chanel Development. Other key leaders in the company include Jeff Hansberry, president of Evolution Fresh, Lucy Lee, the executive vice president, general counsel and secretary, executive vice president and chief partner (human) resources officer, Scott Pitasky and Sharon. There are many more people holding different leadership positions in the company to ensure that the company runs smoothly without anything that would encourage its downfall. Most of the leaders are trained and equipped for their positions. One of the greatest challenges of the company is climate change. It is important to know that almost a half of the coffee in the whole world is produced in accordance to the sustainability standard though on only 12 percent of the world coffee is sold in the market as a sustainable. Therefore, there is a need that the coffee company should have its definition of sustainability. However, for this to be established, there is a need that the company should be committed to facilitating the increasing demand for sustainability.