Starbucks
starbucKs CoFFee
2011-2013 advertising & marKeting pLan
ba 174 advertising tues. thurs. 9am-12:15pm june 15, 2010 sam Lehnert | CommerCial ad,
Situation analySiS, web Site, dVd and CoVer deSign danieLLe gore | ControlS, Final editing & Compiling, adVertiSing
SeCtion
michaeL corn | marketing, & print, radio, and billboard adS, adVertiSing SeCtion brittany Love | FinanCialS
Katie boggs | FinanCialS
ba 283 management mW 11:30-1:00
4/21/2010
andrew poSSehl
John Vankley taylor enSing
VaneSSa roggow danieLLe gore daJuan roSS
Table of ConTenTs
1.0 exeCuTive summary
2.0 siTuaTion analysis
3.0 markeTing sTraTegy
4.0 adverTising
5.0 finanCials
6.0 ConTrols
Page 1
2
13
20
20
31
Works CiTed
49
PoWerPoinT
50
researCh
51
1.0
EXECUTIVE SUMMARY
Starbucks is the biggest competition for any new coffee house when they enter the market.
They are also the biggest. They have hundreds of locations all over the world. There are some that have their own building and then there are those that are in airports, schools, malls, etc. The main objective for Starbucks is to be the most respected and recognized brand for coffee and specialty drinks.
In order to achieve this goal, Starbucks must continue to grow by expanding their locations and make sure they are introducing new products and keeping their customers from going to other coffee shops. They also need to make sure they capitalize on the opportunities in other countries outside of the U.S., which will help them grow even more in the global market. samlehnert
Starbucks is an all around great company. They treat their employees well because to them happy employees make happy customers that want to come back. All of Starbucks’ employees are eligible for benefits and health insurance. Every employee starts above minimum wage and they even employ the students of any of the schools they are located in. Starbucks is also becoming more environmentally
2011-2013 advertising & marKeting pLan
ba 174 advertising tues. thurs. 9am-12:15pm june 15, 2010 sam Lehnert | CommerCial ad,
Situation analySiS, web Site, dVd and CoVer deSign danieLLe gore | ControlS, Final editing & Compiling, adVertiSing
SeCtion
michaeL corn | marketing, & print, radio, and billboard adS, adVertiSing SeCtion brittany Love | FinanCialS
Katie boggs | FinanCialS
ba 283 management mW 11:30-1:00
4/21/2010
andrew poSSehl
John Vankley taylor enSing
VaneSSa roggow danieLLe gore daJuan roSS
Table of ConTenTs
1.0 exeCuTive summary
2.0 siTuaTion analysis
3.0 markeTing sTraTegy
4.0 adverTising
5.0 finanCials
6.0 ConTrols
Page 1
2
13
20
20
31
Works CiTed
49
PoWerPoinT
50
researCh
51
1.0
EXECUTIVE SUMMARY
Starbucks is the biggest competition for any new coffee house when they enter the market.
They are also the biggest. They have hundreds of locations all over the world. There are some that have their own building and then there are those that are in airports, schools, malls, etc. The main objective for Starbucks is to be the most respected and recognized brand for coffee and specialty drinks.
In order to achieve this goal, Starbucks must continue to grow by expanding their locations and make sure they are introducing new products and keeping their customers from going to other coffee shops. They also need to make sure they capitalize on the opportunities in other countries outside of the U.S., which will help them grow even more in the global market. samlehnert
Starbucks is an all around great company. They treat their employees well because to them happy employees make happy customers that want to come back. All of Starbucks’ employees are eligible for benefits and health insurance. Every employee starts above minimum wage and they even employ the students of any of the schools they are located in. Starbucks is also becoming more environmentally
Cited: Chicago Tribune, “The Stew: Starbucks’ Frappuccino, however you want it”, 2010 DailyFinance.com, “Starbucks Customers Feel Burned By Surprise Price Hikes”, 2010 Reuters, “Burger King to sell Starbucks’ Seattle’s Best brew”, 2010 Starbucks Company Description Telegraph, “Starbucks to Opean Stealth Cafes in Rebranding Move”, 2010, samlehnert.com | Page 49 | Starbucks Advertising-Marketing Plan