Starbucks Marketing Plan Prepared By: Alison Buckley Lance Hill Laura DeSloover Kati Popielarz Leslie Gora Danielle Sanders Saginaw Valley State University MKT 336, FALL 2009
Jan 03, 2016
Starbucks Marketing PlanPrepared By:Alison Buckley Lance HillLaura DeSloover Kati PopielarzLeslie Gora Danielle Sanders
Saginaw Valley State UniversityMKT 336, FALL 2009
Executive Summary- Key Points
Largest Coffeehouse company in the world Based in Seattle > 16,000 stores in 49 countries Well known; internationally successful Target Market: Individuals with a higher
disposable income seeking a unique experience
Mission Statement
Principles to support statement: Ethically source the finest coffee beans Embrace diversity Provide a human connection with employees Create stores where customers feel comfortable Take responsibility in each community
“To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.”
Starbucks Visit Results
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Cleanliness Noise Price Timeliness Variety ProductQuality
OverallExperience
Troy
Barnes & Noble(Saginaw)
Saginaw(Tittabawassee Rd.)
Midland
Independent Coffee Shop Visit Results
00.5
11.5
22.5
33.5
44.5
5
Cleanliness Price Variety OverallExperience
CaribouBrewtopiaCrumbsBig Apple Bagel
Situational Analysis
Internet Marketing
Market Summary
SWOT Analysis: STRENGTHS
SWOT Analysis: WEAKNESSES
SWOT Analysis: OPPORTUNITIES
SWOT Analysis: THREATS
Competitor Environment
Marketing Strategy
Marketing Goals & Objectives
Marketing Mix
Implementations & Control
Contingency Plan
Summary
References www.Starbucks.com