Starbucks Marketing Plan
Marketing Plan for Starbucks
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Table of Contents
Executive Summary…………………………………………………………………..
Situational Analysis………………………………………………………………….. Cooperative Environment……………………………………………………. Competitive Environment……………………………………………………. Economic Environment……………………………………………………….. Social Environment…………………………………………………………… Political Environment/Legal Environment…………………………………….
Marketing Planning…………………………………………………………………… Marketing Objectives………………………………………………………….. Target Markets………………………………………………………………… Marketing Mix………………………………………………………………… Product………………………………………………………………. Promotion……………………………………………………………. Distribution…………………………………………………………… Price…………………………………………………………………...
Implementation and Control of the Marketing Plan……………………………………
Summary………………………………………………………………………………..
Appendix - Financial Analysis………………………………………………………….
References………………………………………………………………………………
Starbucks Executive Summary The coffeehouse environment has become increasingly popular over the past few years. The increase in popularity will also increase the amount of competition in the market. In order for a company to stay successful in a competitive environment, they must create new products to help build customer loyalty. In the late 1990 's, a single serving coffee machine called a Keurig was introduced in the market. This machine was originally designed for businesses so that associates could make their own cups of coffee. The idea behind the coffee machine was created so that consumers can switch out different flavors of coffee after every cup. The single serving of coffee also allows for consumers to drink a warm cup of coffee. When large pots of coffee are made, the coffee eventually starts to get cold after consumers are finished with the first cup. Keurig coffee machines have become increasingly popular in households across the nation.
The creation of Starbucks flavor K-cups allows for Starbucks to gain a
Submitted by:
Submitted to:
Table of Contents
Executive Summary…………………………………………………………………..
Situational Analysis………………………………………………………………….. Cooperative Environment……………………………………………………. Competitive Environment……………………………………………………. Economic Environment……………………………………………………….. Social Environment…………………………………………………………… Political Environment/Legal Environment…………………………………….
Marketing Planning…………………………………………………………………… Marketing Objectives………………………………………………………….. Target Markets………………………………………………………………… Marketing Mix………………………………………………………………… Product………………………………………………………………. Promotion……………………………………………………………. Distribution…………………………………………………………… Price…………………………………………………………………...
Implementation and Control of the Marketing Plan……………………………………
Summary………………………………………………………………………………..
Appendix - Financial Analysis………………………………………………………….
References………………………………………………………………………………
Starbucks Executive Summary The coffeehouse environment has become increasingly popular over the past few years. The increase in popularity will also increase the amount of competition in the market. In order for a company to stay successful in a competitive environment, they must create new products to help build customer loyalty. In the late 1990 's, a single serving coffee machine called a Keurig was introduced in the market. This machine was originally designed for businesses so that associates could make their own cups of coffee. The idea behind the coffee machine was created so that consumers can switch out different flavors of coffee after every cup. The single serving of coffee also allows for consumers to drink a warm cup of coffee. When large pots of coffee are made, the coffee eventually starts to get cold after consumers are finished with the first cup. Keurig coffee machines have become increasingly popular in households across the nation.
The creation of Starbucks flavor K-cups allows for Starbucks to gain a
References: D 'Ambrosio, D. (2014). Lawsuits claim K-Cup maker violates antitrust laws. USA Today. Dunkin’ Brands. (2014). Dunkin’ Brands Reports Fourth Quarter & Fiscal Year 2013 Results. Retrieved from http://investor.dunkinbrands.com/releasedetail.cfm?ReleaseID=823713 Ferdman, R Holowitz, A. (2011). Starbucks Financial Release. Starbucks Website, Web page, Investor relations. Krantz, M (2013, April 25) Starbucks reports earnings that match expectations, USA Today. Retreived from http://www.usatoday.com/story/money/business/2013/04/25/starbucks-quarterly-profit/2113441/ Morrison, M NCAUSA. (2014). Retrieved from http://ncausa.org/i4a/pages/index.cfm?pageid=68 O 'Farrell, R Peter, J. P., & Donnelly, J. H., Jr. (2015). A preface to marketing management. New York, NY: McGraw-Hill Education. Pollock, L., (2011, August 30). Starbucks coffee to be offered in keurig K-cup in November. The Wall Street Journal. Retrieved from http://online.wsj.com/articles/SB10001424053111904199404576540142190021556 Starbucks Supplier Diversity Program. (2014). Retrieved from http://www.starbucks.com Tim, (2013)