Marketing: Coffee and Starbucks

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CONTENT
1.Executive Summary…………………………………………………………………. 2 2. Business Mission Statement…………………..……………………………………. 2 3. Business Objectives………………………………………………………………… 2-3 4. SWOT Analysis……………………………………………………………………. 3-6 5. Target Market Strategy…………………………………………………………… 6-7 6. Marketing Mix…………………………………………………………………..… 7-8 7. Conclusion…………………………………….……………………………………. 9

1. Executive Summary
International Marketing has become more important in a rapidly changing and complexbusiness environment in which entering into the international market is common for manycompanies of different sizes and structures. Starbucks Coffee Company (Starbucks) hasdeveloped its business globally since 1980’s, now having over 6,290 shops all over the world(www.starbucks.com). The objective of Starbucks is to become the most recognized andrespected beverage brand in the world. Malaysia will be thecountry studied in this project, where an international marketing plan has been developed forStarbucks to enter into the Malaysian market. 2. Business Mission Statement

For Starbucks, quality is the key goal, both in product and experience. As a company, Starbucks is passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. 3. Business Objectives

The company aims at establishing Starbucks as the premier purveyor of the finest coffee in the world while maintaining its uncompromising principles while growing. Starbucks must keep in mind the challenges of expanding a brand globally; therefore expansion will begin in the capital of Kuala Lumpur. Within five years, Starbucks plans to expand into new locations covering all three provinces of Malaysia, allowing citizens from all parts of the country a chance to become familiar with the brand.By 2015, Starbucks Coffee plans to raise brand awareness by 15% throughout the Malaysian market. This strategy of growth will allow Starbucks to test varying markets...
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