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Sales promotions are a marketing communication tool for stimulating revenue or providing incentives or extra value to distributers, sales staff, or customers over a short time period. Sales promotion activities include special offers, displays, demonstrations, and other nonrecurring selling efforts that aren’t part of the ordinary routine. As an additional incentive to buy, these tools can be directed at consumers, retailers and other distribution partners, or the manufacturer’s own sales force.

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Previously, we found out that Starbucks does not stress about aggressive advertising in order to win customer or boost up sales. Besides using advertising and PR, companies such as Starbucks use Sales Promotion, which is less expensive and more controllable, to push immediate turnovers. Starbucks has placed different types of Sales Promotion across the country and other nations with hopes of motivating more customer to purchase, especially in times of economical hardships where people are less likely to purchase. The coffee company uses all kinds of different sales promotion.

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The coffee house usually uses different deals in each region to reflect the regional variations in the manner customers take their coffee . For instance, when Starbucks offers free coffee in NYC at 4 pm, they might offer the same coffee at 8 am in the morning in London. With the awareness of each customers "coffee habits" and each specifically chosen sales promotion, Starbucks shows its major customer related concern which is typical for the company. Starbucks simply knows its customers. This relationship is also reflected in personal selling. The staff at Starbucks is not only well trained in providing advice and information about the products, but they also know how to build a intimate relationship to each customer in a individual way.

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For instances, the coffee company gave away free coffee or samples of their new petites. Also, "Happy Hour" is where a specific drink is offered for half of its original price. Coupons or " Buy one and get one FREE" are frequently used tactics at Starbucks as well.

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Companies use sales promotions to increase demand for their products and services, improve product availability among distribution channel partners, and to coordinate selling, advertising, and public relations. There are two types of sales promotions: consumer and trade. A consumer sales promotion targets the consumer or end-user buying the product, while a trade promotion focuses on organizational customers that can stimulate immediate sales.

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1.Starbucks should continue to carry their rare and unique variety of food and drink products. New and different combinations should be introduced frequently and the products that deliver the best results should be retained and added to the permanent menu.
2.Starbucks could re-design its outlets at the more popular places to be larger and cozy at the same time. They could change the size of the outlet that’s most popular to hold at least double the number of customers their normal outlets do. These new designs should incorporate a comfortable feel for the customer and encourage large gatherings (During the normal situation)
3.Customers can be rewarded with free cups of coffee for accumulating a certain amount of points on their Starbucks card and coupons could be issued.
4.Starbucks could also sponsor events that are in line with the interests of customers who purchase premium products.

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Starbucks retains their brand competence by controlling all the process of production by themselves which starts from growing the coffee plant, selecting the coffee nut, roasting the nut, grinding the nut until mixing with ingredients and become a cup of coffee and also have selling coffee by their own shop.

Due to they do every process by their own so profits don't have to be share with any other partner.

They have core competence in Coffee industry so it tough for other rival to compete with.

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Starbucks do little ads so they have to their restaurant to promote their brand.

Starbucks face with the high production cost such as locations, taxes, employees wage etc because they do by their own.

From training the staff, they might face with the brain drain which might  create more rivals later on because they have chance to learn the firm core competence betray them later.

In some area, Starbucks might not success in doing in high competitive area because of high management cost and also high product price.