Starbucks Project Proposal

Only available on StudyMode
  • Download(s) : 470
  • Published : April 6, 2012
Open Document
Text Preview
-------------------------------------------------
PROJECT PROPOSAL
Prepared for:Joanne Noonan
Prepared by: mahannad almahwes, abdulaziz alktheri
Date:17/11/11
-------------------------------------------------
Proposal #:

Introduction
The Starbucks Company does not need any introduction; the sweet smell of hot coffee touches your nostrils as soon as the name of Startbucks is mentioned. In order to give a magnificent boost to this world acclaimed brand, the proposal of the vending machines has been designed. The following assessment encompasses all the marketing strategies including 4p’s and the SWOT analysis by highlighting the significance and efficiency of the vending machines to promote the sale and growth of Starbucks product in the market.

Background
Howard Schultz (Starbucks chairman, president and chief executive officer) was mesmerized by Starbucks product for the first time when he tasted a cup of Sumatra in 1981. His actual journey began in 1982 and since then he devoted himself to the company and revolutionized the whole set up.

His passion to introduce the flavours of Italian coffee to the United States opened up new vistas not only to his career but also took the Starbucks product to a new height. He travelled and widened his experience of tasting different blends of coffee in Italy, he was inspired by the comfy atmosphere of the coffee houses and wanted to introduce the same places with the similar ambiance in the United States. He started off with his own coffeehouse by the name of Il Giornale, and in August 1987, he made a grand entry by purchasing Starbucks with some local investors.

Starbucks motto is not only to sell the product; it ennobles the idea of unanimity and social interaction by providing the cosiest place of the world.

Starbucks bags the honour of holding 15,000 stores in 50 countries and known as the premier roaster and retailer specialist in the world.

New Product
Startbucks is famous for introducing new ideas in the market and has always appreciated new ventures. This assignment presents proposal of an exclusive vending machine for the company that can prove another novelty for the company and raise the growth rate of the company by hundreds.

To understand the effectiveness of the idea, it is important to talk about the 4p’s of marketing that is product, place, price and promotion.

Product
What is Vending Machine?
A vending machine facilitates the consumer by providing him any item without botheration of looking for a store to purchase snacks, beverages, alcohol, cigarettes, lottery tickets, consumer products etc. You simply have to insert currency or credit cards into the machine and get whatever you want. The idea of vending machine was germinated in introduced in late 19th Century.

During the early 1880s, the first commercial coin-operated vending machines were introduced in London, England. In 1888, the Thomas Adams Gum Company introduced the very first vending machines to the United States. The machines were installed on the elevated subway platforms in New York City and sold Tutti-Fruitigum. In 1897, the Pulver Manufacturing Company added animated figures to its gum machines as an added attraction. The round candy coated gumball and gumball vending machines were introduced in 1907. (Merry Bellis) The progress in this field has brought great versatility to vending machines, now you can see gold vending machines, vending machines, vending machine release anger bike, etc.  

How does it actually work?
Once the amount has been verified and accepted by the machine, it allows the customer to get the product either by pushing the button and fill the cup or it releases the product in an open compartment at the bottom into the cup as soon as the amount is receive. The data is computerized and the machine works electronically, the customer has to enter the item code, machine accepts the payment and the procedure begins.

SWOT ANALYSIS
The...
tracking img