Samenvatting

In this dissertation, the promotional strategy of Starbucks is analysed. Starting point for this research was the following central question: "How has Starbucks been using Promotion to sell its
product and what will it be like in the future"? The research was executed using desk research and field research. Desk research was executed by consulting relevant websites, articles and books.
Field research was executed in three ways. Firstly, one-one-one interviews were conducted in order to gain a better understanding of what customers thought of Starbucks. These interviews were also
conducted with marketing experts. Secondly, a focus group was conducted. In this focus group, findings from the interviews were tested among the participants. Finally, a survey was conducted,
which was filled out by 120 respondents. This survey was not only completed by Starbucks fans, in order to gain a more critical insight in the company's performance.
For the purpose of this research, the Starbucks target group was narrowed down to people between 20 to 40 years old. After careful analysis of the internal and external environment of Starbucks a
number of things can be concluded. Firstly, promotion is not optimally applied on the Dutch market. Until now, Starbucks has not fully utilised the promotion mix. The coffee chain has mostly
been making use of e-marketing, word of mouth and sales promotion. This could be improved by optimising the way in which the current tools are used and by adding other tools like advertising to
the mix. Secondly, within the target group, perceptions of Starbucks are overall positive.
Starbucks should use this as a starting point to take it a step further. Store traffic can be increased by making better use of the promotion mix. The tools of the company's mix should be developed
further, so that they are more engaging. Thirdly, Starbucks should try to capture the Dutch customer more. By digging deep and gaining insight into the culture, they can win over people.
They should, however stay unique and American at heart. Furthermore, Starbucks can develop a new campaign to increase their word of mouth. In addition, they should focus more on people that are not Starbucks fans. Those people do not always know the socially responsible side of the company. Portraying this more could win people over. Finally, the company should expand in the Netherlands. Research proves that there is room and demand for it. Additional stores could be opened in city centres and along highways. Overall, There is a couple of things Starbucks can focus on in the future. Mobile phones have become increasingly more important in everyday life. If this trend continues, Starbucks will need to continue to adapt its business to that trend. More applications are developed for mobile phones and paying with a phone or chip has become more common. Social media will most likely still be a frequently used and important tool for the
company. The use of this tool should be optimised and linked to other tools and technologies.