Marketing Plan Starbucks (Sample)

Marketing Plan Starbucks (Sample) - STARBUCKS We arent in...

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STARBUCKS “We aren’t in the coffee business, serving people. We are in the people business, serving coffee.” Made by: Thio, Melody Liem, William Roh, Yong Bum Martha Laham Marketing BUSMK 256-2225
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P a g e | 2 6 th May, 2009 TABLE OF CONTENTS 1. Executive Summary 2 2. Situational Analysis (Made by Yung Bum) 3 2.1 Market Demographics 3 2.2 Customer Analysis 5 2.3 Environmental Analysis 5 2.4 Competitive Analysis 6 3. Marketing Planning (Made by Melody) 9 3.1 Marketing Objectives 9 3.2 Target Marketing 10 I. Market Segmentation 10 II. Market Targeting 10 III. Market/Product Positioning 11 3.3 The Marketing Mix 11 I. Product 11 II. Price 12 III. Promotion 12 IV. Place / Distribution 13 4. Implementation and Control of the Marketing Plan (Made by William) 14 4.1 Actions to Take 14 4.2 Time Table 15 4.3 Monitoring the Plan 15
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P a g e | 3 4.4 Measuring the Success 15 5. References 16
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P a g e | 4 1. Executive Marketing Starbucks is the leading specialty coffee retailer in the nation, with over 5,000 locations in 22 international markets. It is an international coffee and coffeehouse chain that has a headquarter in Seattle, Washington. Starbucks specializes in selling drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans. More than the taste of its coffee, there are a number of factors that propelled Starbucks’ latte to the forefront. The quality of the coffee itself is like none other. They might have a lot of other competitors, but even with the high prices charged for these products, they have proven to continue being so successful in their business life. They have received their revenues, profit, rarely gain any loss and is still ongoing their worldwide expansion. Marketing budget In fiscal 2005, Starbucks spent $87.7 million on advertising, which includes billboards, online advertising and signs at Safeco field. That's about 1.4 percent of its 2005 revenues. For comparison, Coca-Cola spent $2.5 billion, and Nike spent $1.7 billion during their most recent fiscal years, each about 11 percent of revenues.
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P a g e | 5 2. Situational Analysis 2.1. Market Demographics (1) Geographic Starbucks operates in the US, the Asia Pacific region, Greater China (China, Hong Kong, Macau and Taiwan), the Europe Middle East Africa (EMEA) region, and Latin America. There are 11,168 coffee shops in the United States and 4,588 coffee shops all over the world (Feb 2008) US International Stores 50 states, plus the District of Columbia. 7,087 Company-operated stores. 4,081 Licensed stores. 43 countries outside the United States. Company-operated: 1,796 stores, including company-operated, in Australia, Canada, Chile, China (Northern China, Southern China), Germany, Ireland, Puerto Rico, Singapore, Thailand and the United Kingdom. Joint Venture and Licensed stores: 2,792 in
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This note was uploaded on 11/12/2011 for the course BUSMK 256 taught by Professor M.laham during the Spring '09 term at Diablo Valley College.

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Marketing Plan Starbucks (Sample) - STARBUCKS We arent in...

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