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Starbucks Marketing Plan

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Starbucks Marketing Plan
Marketing Plan Project Starbucks MKTG 3175 Gay Fortson Sharita Garmon Robin Hardy- Green

Table of Contents

Executive Summary………………………………………………………..3
History and Background…………………………………………………...4
Marketing Strategy………………………………………………………...5
The 4 P’s…………………………………………………………………...6
Anoffs Growth Matrix……………………………………………………..7
International Expansion …………………………………………………...8
References…………………………………………………………………9

Starbucks Marketing Case Study 3

Executive Summary Starbucks Coffee House remains a leader in the coffee business because they serve quality superior products in ambient convenient locations. Furthermore
Starbucks high profile locations provides a mixed customer base that maintains high levels of business in every season, at all times of the day, every day of the week. Both McDonalds and Duncan Doughnuts offer a similar cup of coffee to Starbucks’s for a relatively cheaper price compared to Starbucks. Starbucks marketing strategy to overcome the competition is to differentiate and high-light its inviting atmosphere as a upscale coffee house to capture the niche target market. With the corporation hitting a sales slump partially due to overexpansion in the US, the company has the opportunity to hit the international circuit for successes. Starbucks recently announced plans to open more stores in Ireland, with many more to follow in 25 other countries. According to Starbucks.com net earnings for Starbucks just in the 4th quarter 2011 was 358.5 Million.


References: Starbucks Corporation. (2010, October 3) Annual Report- Fiscal 2010 [PDF] Starbucks Shared Planet - Community Involvement. (2009) News, Breaking US & International News | Reuters.com. Retrieved January 30 Business & Financial News, Breaking US & International News | Reuters.com www.starbucks.com Yahoo! Finance. from http://finance.yahoo.com/q/cf?s=SBUX&annual
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