Sales objective: to increase sales by 12% in the next 2 years by opening 150 new Starbucks retail locations within Canada.
Profit objective: to increase profit by 8% in the next 2 years by not competing on price. Starbucks should differentiate themselves in other ways, whether giving superior value or reducing prices will only waste effort, time and emotional costs.
Market share: to increase market share from 24% to 30% by 2015 by introducing an extension of a product line.
Unique Selling Point
Starbucks stands out because of their high-quality coffee beverages and they’ve been known for the same. Starbucks is also known for their experience they deliver to the customers with perfectly blended coffee, good music, friendly staff and warm environment, which gives an incomparable customer service.
Name, Logo & Positioning
Name: Starbucks is named after the first mate in Herman Melville’s Moby Dick. Our logo is also inspired by the sea – featuring a twin‐tailed siren from Greek mythology (Starbucks.com).
Logo: The original Starbucks logo, conceived in 1971, was fashioned after a 15th century Norse woodcut, the image of a mythical two-tailed mermaid siren. The siren, as you may recall from Greek mythology, was an alluring and irresistible female figure, typically half-fish/half-woman (Ask.com).
Positioning: Starbucks will be positioned as the leading coffee house that will appeal primarily to premium coffee for men and women between ages of 25-40, young adults and serious coffee drinkers who enjoy the experience beyond a quality cup of coffee.
Target Market Segmentation
Demographic: Starbucks focuses mainly on men and women between the ages of 25-40 who have high income and professional careers, which accounts for almost half of its total business. Young adults aged18-24, are the next large group that Starbucks targets. It is marketed to the people who actually need caffeine in their