Starbucks Marketing Plan
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Transcript of Starbucks Marketing Plan
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Starbucks Marketing PlanPrepared By:Alison Buckley Lance HillLaura DeSloover Kati PopielarzLeslie Gora Danielle Sanders
Saginaw Valley State UniversityMKT 336, FALL 2009
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Executive Summary- Key Points Largest Coffeehouse company in the world Based in Seattle > 16,000 stores in 49 countries Well known; internationally successful Target Market: Individuals with a higher
disposable income seeking a unique experience
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Mission Statement
Principles to support statement: Ethically source the finest coffee beans Embrace diversity Provide a human connection with employees Create stores where customers feel comfortable Take responsibility in each community
“To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.”
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Starbucks Visit Results
00.511.522.533.544.55
Cleanliness Noise Price Timeliness Variety ProductQuality
OverallExperience
Troy
Barnes & Noble(Saginaw)
Saginaw(Tittabawassee Rd.)
Midland
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Independent Coffee Shop Visit Results
00.5
11.5
22.5
33.5
44.5
5
Cleanliness Price Variety OverallExperience
CaribouBrewtopiaCrumbsBig Apple Bagel
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Situational Analysis
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Internet Marketing Website Twitter Facebook Videos In-store wifi access
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Internet Marketing
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Internet Marketing
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Internet Marketing
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Market Summary Gourmet Coffee is Big Business
$11 Billion in sales in 2005 300 Million cups of coffee consumed 54% Americans daily coffee drinkers 15% Americans
One specialty coffee a day 75% brewed at home
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Market Summary Diverse Market Segment
Strive to be there for all Young professionals Web workers Soccer Moms “Hipster-Types”
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Market Summary Store Location
Median household income of $60,000 Currently >16,000 Stores Closed 600 Stores in July 2008
Michigan stores closed: Detroit, Flint, Gaylord, and Ludington, among others
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Market Summary The Anti-Starbucks Starbucks
4 Stores planned to open First: 15th Avenue Coffee and tea
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SWOT Analysis: STRENGTHS
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SWOT Analysis: WEAKNESSES
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SWOT Analysis: OPPORTUNITIES
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SWOT Analysis: THREATS
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Competitor Environment
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Marketing Strategy
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Marketing Goals & Objectives
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Marketing Mix
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Implementations & Control
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Contingency Plan
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Summary