STARBUCKS: STRATEGIES OF ALLIANCES

In 1993, Starbucks made an alliance with Barnes and Noble bookstore. They offer coffee inside the store so that customers can drink a coffee when reading a book. The two companies benefit from this strategy.

In 1996, Starbucks made an alliance with Pepsico to sell ready to drink beverage such as the popular Frappucino. The partnership benefits from the reputation of high quality coffee from Starbucks and the huge bottling and distribution system from Pepsico.

They have also formed an alliance with United Airlines in 1995, which offer Starbucks’coffee on board and made Starbucks “the exclusive coffee supplier on every united flights.”

During the same year, they have created a joint venture with Dreyer’s Grand Ice Cream in order to sell a “premium line” of coffee ice creams.

In 1998, they also partnered with Kraft foods so that Starbucks’ products are sold in national grocery store chains.

In 2006, the company formed a partnership with the National Association for the Advancement of Colored People (NAACP). The goal of this alliance is to fight for social and economic equality.

Another partnership that was triumphant is the one with i-Tunes (Apple) in 2007. Customers, without connection fee, are able to “ browse, search for, preview, buy and download music from the iTunes Wi-Fi Music Store at Starbucks” onto their computer, smartphone…running iTunes while at a participating location.

In 2011, Starbucks and Tata Coffee became partner so that Starbucks could sell its products in India. The joint venture is called Tata Starbucks.

The more recent alliance of Starbucks is the one with Danone in 2013 with the launching of a new yogurt, sold under the brand “Evolution Fresh, inspired by Danone”. In a first phase, this new product will be sold inside Starbucks’stores and then commercialized in large retailers. Thus, Danone accelerates its development in the United States and Starbucks increases the offer of its brand “Evolution Fresh”.

Article written by Elsa Bertrand