Chapter Building Brand Image among Modern Individual Customers – Case Study of Starbucks Corporation

Overview & Synopsis

This case study presents the problems and challenges of image building for Starbucks. The company creates marketing strategies based on both mass marketing and segmentation marketing. In order to create a positive image in the eyes of specific types of individual customers, the company identifies obstacles and problems and undertakes actions aimed not only at creating comfortable, modern places that are attractive in the eyes of customers, but also actions aimed at making the shopping process more attractive by improving the distribution of products and services, conducting activities aimed at providing products that meet customers' needs and their proper promotion through various advertising activities. The case study below presents both the currently implemented ways of building the company's relationships with individual customers, as well as proposals for future solutions in this area.