Starbucks strategy for expanding its retail business is to increase its market share mainly by opening additional stores in existing markets and to open stores in new markets. Both of these strategies can be combined with promotion and placement strategies to provide an overall marketing strategy. 1. In support of this strategy, Starbucks opened 1,040 new company operated stores in fiscal 2006. The Strategic Analysis Project is designed to teach you to conduct a comprehensive strategic analysis of a publicly-owned company of your choice. The issues and challenges pertaining to the product are also entailed. While cutting prices is widely accepted as the best way to keep customers during tough times, the practice is rarely based on a deeper analysis or testing of an actual customer base. (10points) The global expansion creates value because Starbucks as a company heavily invests in its own employees, providing stock options and medical benefits to part time employees. It elaborates the product details and competitive advantages with respect to competitors. The marketing strategy of Starbucks focuses on the expansion of its market share and attraction of new customers. The firm has attained this objective by adopting unconventional marketing strategies. These strategies are just some simple representation of Starbucks’ pricing game. In 1981, Howard Schultz joined the company. Strategy Analysis Project on Starbucks. Finally, the case will be analyzed from a marketing standpoint and the lessons that can be learned from this assignment. Product Strategy of Starbucks Introduction This paper discusses the various aspects and perspectives of Starbuck's product strategy. There are two main pricing strategies available to Starbucks when entering the market: skimming and market penetration (Jeannet and Hennessey, 2004). An Overview of the Starbucks Pricing Strategy The Right Customers and the Right Market. Its product differentiation strategy has enabled Starbucks to incorporate premium-pricing strategy. In line with its differentiation strategy, Starbuck has adopted a unique marketing strategy. Just from $13/Page . Starbucks Case Study. According to the official Starbucks Press Releases in 2018, the company has “Consolidated net revenues of $24.7 billion, up 10% over the prior year. Order Essay. At the same time, through the development of the high quality of its products and services the company can develop the customer loyalty. Starbuck 's pricing strategies and their impact on profits will also be discussed. Its actual pricing plan is more profound and sophisticated which is key to its success. Introduction Starbucks was founded in Seattle in 1971 as a small coffee shop. Based on the case, “Planet Starbucks” answer the following questions: (a) How does Starbucks’ strategy of expanding overseas create value for the company’s shareholders?