Strategic Marketing Starbucks
Strategic Marketing Starbucks
Strategic Marketing Plan
for the
Starbucks Coffee Company
Table of Contents
Introduction and background 3
Company mission, company objectives 3
Market definition and product or brand background 4
Evaluation of results and conclusion about problem 5
Situational Analysis 5
Internal analysis 5
Customer analysis 7
Industry analysis 8
Competitor analysis 11
Distribution and supplier analysis 11
SWOT analysis – Confrontation Matrix 12
Choice of option 13
Marketing objectives/ expected results 13
Marketing strategy 13
Target audiences 14
Brand and product position 14
Decisions regarding marketing mix elements 15
Objectives for marketing mix elements 15
Strategies and tactics for marketing mix elements 15
Financial indicators and budges 16
Evaluation criteria 16
Sources 16
Introduction and background
Company mission, company objectives
The first Starbucks café was opened in 1971 in Seattle’s historic Pike Place Market. It was only a small café, but it offered some of the world’s finest fresh-roasted whole bean coffees.
The company’s name derives from Moby Dick, the novel was written by the American author Herman Melville in 1851. Starbuck is the first mate on a whaling ship named ‘Pequod’, he is an intelligent Quaker (religious group) and he is from Nantucket. The name evoked the romance of the high seas and the seafaring tradition of the early coffee traders.
Starbucks chairman, president and chief executive officer, Howard Schultz, walked in 1981 into the first Starbucks café and was so enthusiastic about the coffee and the company that he joined the company a year later.
Schultz travelled a couple of years later to Italy and when he came back he was inspired by the Italian coffee bars and the romance of the coffee experience. He wanted to create this atmosphere is the US too. The cafe should be a third place between home and work.
Starbucks’
Strategic Marketing Plan
for the
Starbucks Coffee Company
Table of Contents
Introduction and background 3
Company mission, company objectives 3
Market definition and product or brand background 4
Evaluation of results and conclusion about problem 5
Situational Analysis 5
Internal analysis 5
Customer analysis 7
Industry analysis 8
Competitor analysis 11
Distribution and supplier analysis 11
SWOT analysis – Confrontation Matrix 12
Choice of option 13
Marketing objectives/ expected results 13
Marketing strategy 13
Target audiences 14
Brand and product position 14
Decisions regarding marketing mix elements 15
Objectives for marketing mix elements 15
Strategies and tactics for marketing mix elements 15
Financial indicators and budges 16
Evaluation criteria 16
Sources 16
Introduction and background
Company mission, company objectives
The first Starbucks café was opened in 1971 in Seattle’s historic Pike Place Market. It was only a small café, but it offered some of the world’s finest fresh-roasted whole bean coffees.
The company’s name derives from Moby Dick, the novel was written by the American author Herman Melville in 1851. Starbuck is the first mate on a whaling ship named ‘Pequod’, he is an intelligent Quaker (religious group) and he is from Nantucket. The name evoked the romance of the high seas and the seafaring tradition of the early coffee traders.
Starbucks chairman, president and chief executive officer, Howard Schultz, walked in 1981 into the first Starbucks café and was so enthusiastic about the coffee and the company that he joined the company a year later.
Schultz travelled a couple of years later to Italy and when he came back he was inspired by the Italian coffee bars and the romance of the coffee experience. He wanted to create this atmosphere is the US too. The cafe should be a third place between home and work.
Starbucks’
Links: Starbucks Corporation (2010). Retrieved November 02, 2010 from http://www.starbucks.com