Marketing Strategy Starbucks has no strategic marketing department. The marketing function is performed by 3 separate groups � a market research group, a category group and a marketing group. This forces all of Starbucks executives to assume marketing related responsibilities such as gathering and analyzing market data, developing a marketing strategy involving segmentation, selecting targets and developing positioning for their brands as well as determining a suitable marketing mix for their products. These functions are what constitute marketing and one could say that these form an integral part of Starbucks operations. Starbucks is all about customer intimacy and hence it is crucial that all its employees are attuned to the needs of its customers and this can only be achieved through marketing functions. Our visits to Starbucks retail stores reiterated this belief, Starbucks logo�s can be seen on merchandise such as coffee mugs, flasks and other accessories that are sold in the store. Starbucks is more than just a coffee shop selling coffee. It involves selling a lifestyle....

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