Starbucks Marketing Plan

Malaysia Campus Nottingham University Business School MBA Programme

Course : Marketing Course Code : N1DM04 Module Convenors : Nelson Oly Ndubisi

Assignment Title: Exam Coursework : Marketing Plan For Starbucks VIA In Malaysia

ZHIJING, EU (UNIMKL-004151) Date: 14th January 2010 COPY I

[Word Count : 2522 Words – Excluding Abstract , Section Headings , Table Headings and Appendices]

1

Abstract The instant coffee market within Malaysia is an attractive market to enter given the growing coffee culture locally. The market is currently dominated by Nescafe and a few other domestic brands with specific localised products. Starbucks has an opportunity to introduce a new instant coffee product that is uniquely positioned against it’s competitors. However the key risk that needs to be managed within the market mix is the dilution of the brand identity as Starbucks has always been associated with premium coffee and this is in contrast to the instant coffee market which has traditionally been viewed as “down-market” of the gourmet segment. Key areas of attention within the marketing plan to ensure success would be the consistency in the promotional messaging strategy and a development of appropriate distribution channels as Starbucks will be entering a mature market as a late-comer. [141 words]

2

Contents 1.Introduction........................................................................................................4 2.Market Evaluation...............................................................................................5 2.1 Market Environment Analysis.......................................................................5 2.2 Competitive Landscape For Instant Coffee...................................................7 2.3 Market Trends..............................................................................................8 2.4 SWOT

References: • Adam ZR 2009, 18th June, Nestle: Coffee is good, thanks to the antioxidants, Available From [ Accessed 13th January 2009] Andrejczak A 2009, 18th November , Instant-coffee war: Nestlé takes aim at Starbucks, Available From [ Accessed 13th January 2009] Berjaya Corporation , Annual Report 2009 , Available From [ Accessed 13th January 2009] Bernama Press 2009, 13th October, Nestle Seeks To Double Share In Out-OfHome Market , Available From [ Accessed 13th January 2009] Business Monitor International 2009 , Malaysia Food & Drink Report Q4 2009, Available From [ Accessed 13th January 2009] Chan J 2009, 19th November, New range of Malaysian-style coffee launched , Available From [ Accessed 13th January 2009] Euromonitor 2009 , Hot Drinks in Malaysia 2009 : Executive Summary , Published May 2009 , Available From [Accessed 13th January 2010] Kendrik F 2008,Nescafe Presentation To Investors, Available From [Accessed 13th January 2010] Nestle Professional Website : Health & Nutrition : Antioxidants, Available From [ Accessed 13th January 2009] Norimah AK et al 2008 , Food Consumption Patterns: Findings from the Malaysian Adult Nutrition Survey(MANS), Mal J Nutr 14 (1): 25 - 39, 2008, Available From: [Accessed 13th January 2010] Roe A. 2009, Jun 8 , Starbucks and Nestlé become instant enemies , Available From [ Accessed 13th January 2009] Sellers P 2005 , “Starbucks , the next generation” Fortune 4/4/2005, Vol 151, Issue 6 p20 Shah A, 2009 , Inside The Mix - Starbucks strives for instant gratification with Via launch, Available From [ Accessed 13th January 2009] Starbucks Website 2010 , Starbucks In Malaysia , Available From [ Accessed 13th January 2009] 6. Bibilography • Ching LH (1990), Coffee Products Sdn Bhd in JA Quelch, SM Leong, SH Ang and CT Tan (1996) Cases in Marketing Management and Strategy- An Asian Perspective , Prentice Hall Singapore • Gbadamosi A. 2009, Low-income consumers’ reactions to low-involvement products, Marketing Intelligence & Planning Vol. 27 No. 7, 2009 pp. 882899 19