Starbucks Marketing Plan

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Malaysia Campus Nottingham University Business School MBA Programme

Course : Marketing Course Code : N1DM04 Module Convenors : Nelson Oly Ndubisi

Assignment Title: Exam Coursework : Marketing Plan For Starbucks VIA In Malaysia

ZHIJING, EU (UNIMKL-004151) Date: 14th January 2010 COPY I

[Word Count : 2522 Words – Excluding Abstract , Section Headings , Table Headings and Appendices]

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Abstract The instant coffee market within Malaysia is an attractive market to enter given the growing coffee culture locally. The market is currently dominated by Nescafe and a few other domestic brands with specific localised products. Starbucks has an opportunity to introduce a new instant coffee product that is uniquely positioned against it’s competitors. However the key risk that needs to be managed within the market mix is the dilution of the brand identity as Starbucks has always been associated with premium coffee and this is in contrast to the instant coffee market which has traditionally been viewed as “down-market” of the gourmet segment. Key areas of attention within the marketing plan to ensure success would be the consistency in the promotional messaging strategy and a development of appropriate distribution channels as Starbucks will be entering a mature market as a late-comer. [141 words]

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Contents 1.Introduction........................................................................................................4 2.Market Evaluation...............................................................................................5 2.1 Market Environment Analysis.......................................................................5 2.2 Competitive Landscape For Instant Coffee...................................................7 2.3 Market Trends..............................................................................................8 2.4 SWOT Analysis..............................................................................................9 2.4.1Strengths.................................................................................................9 2.4.2Weaknesses..........................................................................................10 2.4.3Opportunities.........................................................................................10 2.4.4 Threats.................................................................................................10 3.Marketing Strategy...........................................................................................12 3.1Brand Positioning.........................................................................................12 3.2 Target Marketing........................................................................................12 3.3 Marketing Mix.............................................................................................12 3.3.1 Product.................................................................................................12 3.3. 2 Place/Channel......................................................................................13 3.3.3 Promotion.............................................................................................13 3.3.4 Price.....................................................................................................14 3.4 Implementation of The Marketing Plan.......................................................15 4.Conclusion........................................................................................................17 5. References.......................................................................................................18 6. Bibilography.....................................................................................................19 6. Bibilography

List Of Figures & Tables
Figure 1. Mean Frequency of Beverages Consumed Daily By Population ( Norimah et al 2008) 5 Figure 2. Coffee Consumption Relationship To Purchasing...
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