Course Hero Logo

Marketing plan for Starbucks.docx - MARKETING PLAN FOR...

Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. This preview shows page 1 - 4 out of 18 pages.

MARKETING PLAN FOR STARBUCKS1Marketing Plan for Starbucks.Name of StudentInstitutionDate
MARKETING PLAN FOR STARBUCKS2I.Executive SummaryStarbucks is the dominating retail business dealing largely in production of a beverage known as specialty coffee in the Seattle – USA (A5 consulting group, n.d.). Starbuck company is the biggest coffee house and also the largest competition for any novel coffee house that is entering the market. The company has various branches situated in different parts of the world: some in the airports, institutions and malls and others have their own facility where they carry out their operations. Starbucks works towards a number of goals but it’s first priority is to be most respected and identified brand for the beverage coffee and other special produced drinks.Achieving this objective is not easy unless Starbucks keeps on growing by expanding its territories and ensuring that the product they introduce into the market is new as this will keep their customers trickling to their shops instead of moving to other coffee shops to have a similar beverage. Also they are supposed to identify opportunities in other countries outside the US as this will enable them increase in businesslocations even more in the world marketplace. Starbucks practices ethical and social responsibilities that enable creation of rapport in the company among all members. Their employees and customers are all treated the same way. It is believed that when the employees are happy even the customers will conform hence transact business together. Recruitment of employee is not limited to professionals alone but even students of any school too where they are situated are hooked up and paid a wage. With the adherence to ethical conduct, Starbucks is also becoming environmental conscious by using items that can be recycled back again (Lehnert, 2011)Starbuck is also a great supporter of the healthcare system through offering contributions to charities that are especially dealing with children, homeless, AIDS research, and the environment. They are also inclining towards targeting all individuals across the lifecycle; elderly, parents, children, college students and business partners. Currently, today, the corporation has been able to attract and connect to a lot of clients. Its
MARKETING PLAN FOR STARBUCKS3products are highly favored and as of now there are a total of 18, 000 retail shops in 60 countries. Starbucks, as from the year 1992, became highly recognized by the public and since then it has risen in the business with the beverage; coffee, becoming a premium commodity ("Starbucks", 2012). II.Company OverviewStarbucks company originally began in 1971 by a teacher known as Jerry Balswin and hisfriends Zev Siegi and Gordon Bowker. During this time, Starbucks was situated in a strategic place called Seattle’s Pike Place Market from its business operated from. The company sold coffee beans of great quality in

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 18 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Spring
Professor
jui

Newly uploaded documents

Show More

Newly uploaded documents

Show More

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture