Starbucks mission statement (along with its delicious variety of beverages), is probably why the multi-million dollar coffeehouse chain has soared to success. Known for its hipster menu items and Instagram-capture-worthy frappucinos, teas, and lattes, Starbucks quickly became the third-largest fast food restaurant chain. But its unicorn-inspired coffee products isn’t the only reason why Starbucks is so famous. After all, the real essence of a brand can only be captured by its mission statements and values. Starbucks Mission Statement Surprisingly though, Starbucks coffee mission statement has absolutely nothing to do with coffee. At least not directly, like most coffee chains. Here’s what Starbuck’s mission statement is as mentioned on its company website: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” Starbucks Mission Statement Analysis So as you can see, the coffee house’s mission statement doesn’t have so much to do with…

Selective distribution is the most effective distribution strategy for high-end brands that want to set up a limited number of outlets in a particular geographical location. This is quite different from exclusive distribution (which can be a little too extreme) and is considered as a middle path approach to distribution. This type of strategy works best when dealing with consumers that like to “shop around”. Or simply put, it’s ideal for customers who may have special brand preferences when they are purchasing a specific product. What is Selective Distribution? For better clarity, selective distribution occurs when a company resorts to opening up a limited number of outlets in a specific geographical location. Sure, this may sound restrictive at best but it actually helps the producer filter out the best-performing outlets. This yields better results and allows the company to put in all their focus effort (training facilities and resource) to…

Ever wonder why you can’t buy a Rolex watch at every nook and cranny of the city? Well, it all has to do with exclusive distribution. Companies often use this strategy to create an aura of prestige and exclusivity that sets their products apart from competitors. This is done so by handpicking exclusive distributors instead of targeting a bunch of them, While this may sound counterproductive (after all, you’re limiting the number of distributors), exclusive distribution actually helps build a strong base of loyal customers. Not to mention, it also increases customer anticipation that ends up creating quite a hype in the market. What Is Exclusive Distribution Exclusive distribution is a marketing strategy that revolves between manufacturers and distributors. Unlike other distribution strategies, in this case, the distributors are provided exclusive rights to sell products within a particular geographical location as per company guidelines. At times, the company may also limit the…

Market penetration becomes more achievable when businesses use extensive distribution strategies. This unique strategy is typically used when a company wants to take advantage of multiple delivery channels at the same time. This is quite different from selective distribution where businesses would have to hand-pick retailers to sell their products. What is Extensive Distribution? It’s a distribution strategy that aims to spread the word about a specific product or product line to multitudes of people. Because of its complexity, this distribution strategy is able to target a number of delivery channels for maximum results. It’s often used when a company wishes to target as many potential customers as possible. However, this can be quite tedious if you don’t have a proper plan in mind. Using multiple deliver channels ultimately increases product awareness, ensuring that a maximum number of people have information about the product. This is practically the opposite of…

If you’ve studied marketing or are on the road to becoming an entrepreneur, then you’re probably familiar with the term intensive distribution. Intensive distribution occurs when a business neglects market segmentation and instead, focuses on supplying their product to every accessible market. What Is Intensive Distribution? To provide some clarity, intensive distribution is a strategy that companies use to ensure widespread availability of products. Take soft drinks for example. You’ll be able to find a can practically everywhere you go, whether it’s the supermarket, gas station, drug store – you name it. Manufacturers typically use this strategy to raise product awareness. After all, a can of soda is likely to become recognizable when it’s been placed in several locations. Why do companies opt for an intensive distribution strategy? The answer’s quite simple: large-scale distribution resorts to more sales which in turn boosts revenue. However, intensive distribution may not be the…