Chapter 7 - Business Marketing

Business to business commerce according to MKTG 5^th Ed. textbook is the use of the Internet to facilitate the exchange of goods, services, and information between organizations. This has become a significant revenue source for Starbucks. Besides the company profitability that the company gains, Starbucks also expands their market reach, brand recognition and improves product representation through B2B commerce.

The firm primarily communicates with other businesses in form of business strategic alliances and by selling their products directly to other business. Starbucks forms alliances with other companies and social groups throughout the world, within the same interval they are refining the company's brand awareness and reputation; additionally, they are familiarizing the brand name and products to potential new customers on a regular basis. For example, Starbucks has partnered with Barnes and Noble bookstores since 1993. They established an in house coffee shop in various Barnes and Noble stores. Starbucks also has formed an alliance with United Airlines, offering the company's coffee in brand labeled cups on board. The coffee company has formed an alliance with ice cream manufactures to use the Starbucks flavored ice cream and brand. The firm partners with the National Association for the Advancement of Colored People (NAACP). The collective purpose of this alliance is to support the advancement of both parties' goals, which is to fight for social and economic equality. These are only a few instances of the many alliances that Starbucks has been taking care of. The company fixes great deal to rapport marketing. Starbucks shows to be a reliably dedicated that guarantees top quality and satisfaction.

"Starbucks Business Alliances provides our customers with a custom Starbucks coffee programmed which is tailored to the business partner. A consultative relationship based on proven success, industry expertise and an overall commitment to quality. It’s a commitment that begins with our selection of the finest coffee beans and doesn’t end until the customer savors the world’s finest cup of coffee." Starbucks for Business

Found at http://starbucks.co.uk/business