Ch. 7: Business Marketing

  

     At Starbucks you know that you would love to find it more than just at a Starbucks location but maybe at work. That is why Starbucks has been working for a very long time with being able to provide not just “Starbucks in our stores and at home – so why not at work?”. There most powerful way of doing business marketing is by partnering up with other businesses. They have strategic alliances with Barnes and Nobles, itunes as well as with Target. Both Starbucks and these alliance benefit since people will buy from both if they are a Starbucks customer. These alliance have a strong relationship commitment since they have many years working together and seemed to have highly benefited Starbucks.

While doing some research I found nothing on there alliance with barnes and noble or target but they do show there much greener and less greedy alliance like the following...

Our current Partner Networks include:

1. Starbucks Access Alliance provides a forum for partners with disabilities and allies to engage in the work of diversity, specifically accessibility, for mutual benefits to the partners and the business.
2. Starbucks Black Partner Network strengthens community connections and aids professional development for partners of African descent.
3. Starbucks Emerging Workforce Network provides the organization with flexible workplace solutions that will enable our partners to drive business results while fulfilling their personal commitments. Flexible solutions are one element in the body of work often referred to as “work/life effectiveness.”
4. Starbucks Hora del Café is dedicated to creating an environment where partners can develop professionally, build cultural awareness, and celebrate Hispanic culture while affecting the community in a positive way.
5. Starbucks Pride Alliance provides an equitable, dynamic and supportive environment for lesbian, gay, bisexual and transgender(LGBT) partners.
6. Starbucks Armed Forces Support Network supports veterans, current service members and their families
7. Starbucks Women's Development Network enhances the personal, professional and leadership opportunities for its members through education, community involvement and relationship building.

Starbucks has also been listed World’s Most Ethical Companies For the fifth year in a row, ethisphere Magazine has named Starbucks.

     Starbucks also provides coffee machines thats can be purchased for business instead of employers having a break and going out of the office they can have Starbucks right in the office and get back to work quicker. These accessory equipments are great for the office especially during rainy or cold days. All of these people have become in one way or another part of the buying center which has produced profit to Starbucks because they have either done a good job responsibly so they are marketing themselves to eco-friendly people and to businesses.