Coffee and New Tap App
September 11, 2013
Starbucks New Tap App Marketing Plan Phase I, II, & III
The new Starbucks Tap App will revolutionize the coffeehouse industry. This App will be the first to take the industry by storm, and effortlessly provide a quicker service in an industry driven according to time. The ability to save the consumer the needed time to prepare and get to work or the next meeting is priceless.
Identification of the segmentation criteria that will affect the target market, and identification of the target market is assessed. A description of the organizational buyers and consumers of the Tap App and the factors that influence their purchasing decisions are discussed, as well as how these factors will affect the marketing strategy. An analogy of current competitors and a definition of the competitive landscape for the service is an important factor in the marketing of this service.
The geographical location used for the marketing of this service will be on the global scale, as Starbucks and their customers are global. There will be a separate marketing strategy launched in each country, to properly meet the laws of each perspective country. This campaign will also target the language used in that particular country. The marketing plan for the new Tap App is shown in phase I, phase II, and phase II. The team will identify the appropriate place and promotional strategy that should be used in developing the strategic marketing plan, develop an initial sales promotion schedule, and create an advertising plan. The effect of channel management decisions on the marketing of the Tap App will be analyzed, and public relations opportunities for the service will be identified. The team will further select appropriate distribution channels for the service, and address cost in terms of placement, shipping, and middlemen. (Harris).
Starbucks New Tap App Marketing Plan Phase I, II, & III
Starbucks will target both the male and female population, as
Starbucks New Tap App Marketing Plan Phase I, II, & III
The new Starbucks Tap App will revolutionize the coffeehouse industry. This App will be the first to take the industry by storm, and effortlessly provide a quicker service in an industry driven according to time. The ability to save the consumer the needed time to prepare and get to work or the next meeting is priceless.
Identification of the segmentation criteria that will affect the target market, and identification of the target market is assessed. A description of the organizational buyers and consumers of the Tap App and the factors that influence their purchasing decisions are discussed, as well as how these factors will affect the marketing strategy. An analogy of current competitors and a definition of the competitive landscape for the service is an important factor in the marketing of this service.
The geographical location used for the marketing of this service will be on the global scale, as Starbucks and their customers are global. There will be a separate marketing strategy launched in each country, to properly meet the laws of each perspective country. This campaign will also target the language used in that particular country. The marketing plan for the new Tap App is shown in phase I, phase II, and phase II. The team will identify the appropriate place and promotional strategy that should be used in developing the strategic marketing plan, develop an initial sales promotion schedule, and create an advertising plan. The effect of channel management decisions on the marketing of the Tap App will be analyzed, and public relations opportunities for the service will be identified. The team will further select appropriate distribution channels for the service, and address cost in terms of placement, shipping, and middlemen. (Harris).
Starbucks New Tap App Marketing Plan Phase I, II, & III
Starbucks will target both the male and female population, as
References: Perrault, W. D., Cannon, J. P., & McCarthy, E. J. (2011). Basic marketing. A marketing strategy Planning approach (18th Ed.). New York, NY: McGraw-Hill Company. Seaford, B. C., Culp, R. C., & Brooks, B. W. (2012). STARBUCKS: MAINTAINING A CLEAR POSITION. (). Arden: Jordan Whitney Enterprises, Inc. Retrieved from http://search.proquest.com/docview/1037815154?accountid=458 Starbucks Corporation, 2013. http://www.starbucks.com/responsibility © Copyright 2013 Hearst Communications, Inc. REFERENCES: Perrault, W. D., Cannon, J. P., & McCarthy, E. J. (2011). Basic marketing. A marketing strategy Planning approach (18th Ed.). New York, NY: McGraw-Hill Company. Starbucks fiscal year 2012 (October 3, 2011-September 30, 2012), unless otherwise noted. http://www.starbucks.com/assets/581d72979ef0486682a5190eca573fef.pdf