Starbucks Marketing Plan

1
Starbucks Marketing Plan

• Prepared By
• Alison Buckley Lance Hill
• Laura DeSloover Kati Popielarz
• Leslie Gora Danielle Sanders
• Saginaw Valley State University
• MKT 336, FALL 2009

2
Executive Summary- Key Points

• Largest Coffeehouse company in the world
• Based in Seattle
• gt 16,000 stores in 49 countries
• Well known internationally successful
• Target Market Individuals with a higher
  disposable income seeking a unique experience

3
Mission Statement
To inspire and nurture the human spirit one
person, one cup, and one neighborhood at a time.

• 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

4
Starbucks Visit Results
5
Independent Coffee Shop Visit Results
6
Situational Analysis
7
Internet Marketing
8
Market Summary
9
SWOT Analysis STRENGTHS
10
SWOT Analysis WEAKNESSES
11
SWOT Analysis OPPORTUNITIES
12
SWOT Analysis THREATS
13
Competitor Environment
14
Marketing Strategy
15
Marketing Goals Objectives
16
Marketing Mix
17
Implementations Control
18
Contingency Plan
19
Summary
20
References

• www.Starbucks.com