Stephanie Fox, Joe Rizzo, Donna Spence, Ryan Wing
November 12, 2007
Coffee, the choice of many people for their morning and afternoon pick-me-up or the choice for anytime of day. Millions of people drink coffee. Starbucks has become the leader in the coffee industry, offering gourmet coffees with various blends available to the customers. Although, the company is quite pricey, Starbucks customers are hooked on the unique flavors and the fines gourmet roasted coffees that the company offers. However, Team B is getting ready to introduce a marketing plan for a new product for the Starbucks line for the holiday season. In this paper, team B will give an overview of the Starbucks organization, a description of the new Café Brulot product, an explanation of the importance of marketing to the Starbucks organization, and a SWOT analysis of the new product that will be introduced. Starbucks Coffee was founded in 1971 in Seattle’s Pike Place Market. The company was named after the first mate in Moby Dick (Wikipedia 2007). The mission statement of Starbucks is to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow (Starbucks 2006). Currently Starbucks offers more than 20 blends of coffees, hand-crafted beverages, hot espresso beverages and Tazo teas. Starbucks focuses its efforts on buying premium coffee for premium prices and working with coffee farmers to ensure their long-term success (Starbucks 2006). Starbucks currently operates more than 14,000 stores in 42 countries, which has made them a dominant multinational coffee house chain and the leader in the coffee industry. Starbucks stores can be found in urban and suburban areas and have a wide range of market that they appeal to. The Starbuck’s organization has decided to introduce a new hot coffee drink with citrus flavored liquors to its menu for the upcoming winter and holiday season. The hot drink offers a new and different option for our customers. The drink incorporates several seasonal flavors and aromas of the holiday season. Furthermore, the new drink is a warm menu item which caters to the cold winter season. The new drink offers a strong Louisiana coffee with orange and lemon flavored citrus liquors and is complemented by the sharp spice of a cinnamon stick and cloves. The process of making the new drink, although slightly time consuming, is a cool attraction for our customers to enjoy as the liquors are ignited. Cafe Brulot (hot)
3 cups Louisiana coffee (with chicory)
1/2 cup orange flavored liquor
1/4 cup brandy
1 tablespoon brown sugar
1 cinnamon stick
5 whole cloves
1 orange rind - slivered thinly
1 lemon rind - slivered thinly
Place sugar, cinnamon, cloves and rinds in a skillet, heat until sugar begins to dissolve. Add orange liquor and brandy continue to heat
when hot, fill a metal ladle with liquid, and carefully ignite. Carefully add back to skillet, to ignite liquid in skillet.
After Flame goes out, add coffee.
Continue to heat
when hot, serve.
When dealing with a large corporation such as Starbucks, marketing plays an important role in the success of the company, coupled with a strong foundation, careful planning and organizing which are all essential activities within the corporation. It is also important that managers develop and process effective marketing skills that will focus in the areas of sales revenue forecasting, positioning and strategic marketing. When introducing a new product, it is Starbuck’s goal to effectively position the company in the target market area and to equally develop the mental concept that will impact on the company, in addition, help to sustain any future hardship in the marketing world. It is equally important that managers maintain awareness and understanding of their customer’s needs, likes, and dislikes by establishing a customer...
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