The strategy Starbucks has used is known as differentiation strategy. It was founded in Seattle, Washington in 1971. It can vary from product to product, service to service and industry to industry. There are several ways to achieve this since there can be several bases of differentiation. It will use a compelling value proposition to inform customers that it offers the finest espresso coffee in the market. Here customers across the country were asked to doodle on their Starbucks cups and submit pictures as entries. The winning entry would be the template for a new limited edition Starbucks cup. TOPIC : STARBUCKS 2. Focused Low-Cost Strategy c. Broad Differentiation Strategy d. Best-Cost Strategy. The company offers a variety of products that allows them to appeal to a multitude of consumers. One differentiation strategy the shop will use is the value proposition approach. Other firms, such as manufacturers, are also involved in the design of some goods like Starbucks mugs. The premium character is linked to the company's broad differentiation generic strategy, along with its premium pricing strategy. Starbucks PPt 1. VIA, the new instant coffee line, straddles broad differentiation and cost leadership strategy. Strategy (differentiation) Source: Internet Center for management and business administration, Inc. (n.d.) Differentiation Strategy. Differentiation strategy examples … Starbucks Another great example of user-generated content, Starbucks’ White Cup Contest launched in April 2014. Each one of these elements explains how Starbucks is just not offering just coffee, but an experience. Starbucks has put an emphasis on product differentiation so as to keep up with their ever-expanding company base. … Starbuck’s brand equity is built on selling the finest quality coffee and related products, and by providing each customer a unique “Starbucks Experience”, which is derived from supreme customer service, clean and well-maintained Competitive Strategy The competitive strategy that best relates to Starbucks’ strategy is broad differentiation strategy; a strategy that differentiates the company's product offerings from rivals' with attributes that appeal to a wide array of buyers (Thompson et al, 2012). INTRODUCTION Starbucks is an American coffee company and coffee house chain. Starbucks as a whole pursues the broad differentiation strategy, a kind of strategy that differentiates the company’s product offerings from rivals’ with attributes that appeal to a wide array of buyers. What positively differentiates Starbucks from its competitors? In the stores, they complement this by bringing several items to the table (product variety). strategy focuses on differentiating the firm’s product or service from rivals in ways that appeal to a broad spectrum of buyers. CONTENT • INTRODUCTION • HISTORY OF THE COMPANY • LEADERSHIP • VISION AND MISSION • STRATEGY • S.W.O.T • 5 “P” OF MARKETING • CONCLUSION 3. Starbucks prides itself in providing multiple coffee brewing methods and a host of other products, including teas, juices, and pastries. differentiation strategies by offering a premium product mix of high quality beverages and snacks. Looking at three generic strategies, Starbuck’s company can match with differentiation strategy due to this strategy offers “unique attributes that are valued by customers. generic strategy of broad differentiation. c. Broad Differentiation Strategy. a. 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