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