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Starbucks Coffee: Standardization and Adaptation Strategy

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Starbucks Coffee: Standardization and Adaptation Strategy
Starbucks Coffee Company: An Integrated Marketing Communications Plan
April 2006

Prepared for: Starbucks Coffee Company W. H. Evans Prepared by: Sophie van der Vecht Neni Pogarcic Hidde van der Dussen Tim Ensing Dan Mackinnon Lucia Suchankova

Table of Contents

Executive Summary .................................................................................................................3 Introduction ...............................................................................................................................4 Mission ......................................................................................................................................4 Product ......................................................................................................................................5 Price...........................................................................................................................................7 Place ..........................................................................................................................................7 Promotion ..................................................................................................................................9 Competitive Analysis ...............................................................................................................9 Customer Profile .................................................................................................................... 17 SWOT Analysis ..................................................................................................................... 18 Segmentation ......................................................................................................................... 22 Targeting ................................................................................................................................ 23 Positioning
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