Starbucks Marketing Plan

Only available on StudyMode
  • Download(s) : 297
  • Published : September 3, 2012
Open Document
Text Preview
Marketing Plan Project
Starbucks MKTG 3175 Gay Fortson Sharita Garmon Robin Hardy- Green
Table of Contents

Executive Summary………………………………………………………..3 History and Background…………………………………………………...4 Marketing Strategy………………………………………………………...5 The 4 P’s…………………………………………………………………...6 Anoffs Growth Matrix……………………………………………………..7 International Expansion …………………………………………………...8 References…………………………………………………………………9

Starbucks Marketing Case Study 3

Executive Summary

Starbucks Coffee House remains a leader in the coffee business because they serve quality superior products in ambient convenient locations. Furthermore Starbucks high profile locations provides a mixed customer base that maintains high levels of business in every season, at all times of the day, every day of the week. Both McDonalds and Duncan Doughnuts offer a similar cup of coffee to Starbucks’s for a relatively cheaper price compared to Starbucks. Starbucks marketing strategy to overcome the competition is to differentiate and high-light its inviting atmosphere as a upscale coffee house to capture the niche target market. With the corporation hitting a sales slump partially due to overexpansion in the US, the company has the opportunity to hit the international circuit for successes. Starbucks recently announced plans to open more stores in Ireland, with many more to follow in 25 other countries. According to Starbucks.com net earnings for Starbucks just in the 4th quarter 2011 was 358.5 Million. Starbucks has proven how the once small regional roaster can become an international corporation with 9,000 locations in 34 countries serving 20 million customers a week.

Starbucks Marketing Case Study 4 History and Background

Starbucks was founded in 1971 when three educators Jerry Baldwin Zev Siegl and Gordon Bowker opened a small coffee shop in Seattle Washington. The Starbucks name is derived from Starbuck the coffee lover in the book Moby Dick. In early 1980, Zev Siegel leaves the company and in 1982: Howard Schultz joins the company, taking charge of marketing and overseeing the retail stores In 1992 Starbucks goes public with its initial public stock offering. At this time it has 165 outlets. By May 2003 Starbucks has more than 6,400 outlets worldwide. By 1997 Starbucks grew by tenfold with locations in the United States Japan and Singapore. In the year 2004 Starbucks became a household name with 13,744 stores worldwide and by 2008 Starbucks Announces Starbucks Shared Planet, the company’s long‐term commitment to conducting business responsibly. Total stores: 16,680

In 2008 Launches Pike Place RoastTM **, which quickly becomes Starbucks top‐selling coffee. Also in 2008 Starbucks opens stores in: Argentina, Bulgaria, Czech Republic and Portugal.
In 2010 Starbucks expands digital offerings for customers with free unlimited Wi‐Fi, Starbucks Digital Network in U.S. Also in 2011 net earnings for Starbucks just in the 4th quarter 2011 was 358.5 Million.

Starbucks Marketing Case Study 5 Marketing Strategy Mix 4Ps

Strengths
Strong Brand Image - Starbucks has witnessed a string of successes since it was founded in Seattle, Washington in 1971. Driven by an aggressive expansion strategy, the success of...
tracking img