Starbucks Marketing Plan
Prepared By:
Alison Buckley
Laura DeSloover
Leslie Gora
Lance Hill
Kati Popielarz
Danielle Sanders
Saginaw Valley State University
MKT 336, FALL 2009
Executive Summary- Key Points
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Largest Coffeehouse company in the world
Based in Seattle
> 16,000 stores in 49 countries
Well known; internationally successful
Target Market: Individuals with a higher
disposable income seeking a unique experience
Mission Statement
“To inspire and nurture the human spirit—
one person, one cup, and one neighborhood at a time.”
Principles to support statement:
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Ethically source the finest coffee beans
Embrace diversity
Provide a human connection with employees
Create stores where customers feel comfortable
Take responsibility in each community
Starbucks Visit Results
Cleanliness Noise
Price Timeliness Variety
Product Overall
Quality Experience
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Troy
Barnes & Noble
(Saginaw)
Saginaw
(Tittabawassee Rd.)
Midland
Independent Coffee Shop Visit Results
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Cleanliness
Caribou
Brewtopia
Crumbs
Big Apple Bagel
Price
Variety
Overall
Experience
Situational Analysis
Internet Marketing
Market Summary
SWOT Analysis: STRENGTHS
SWOT Analysis: WEAKNESSES
SWOT Analysis: OPPORTUNITIES
SWOT Analysis: THREATS
Competitor Environment
Marketing Strategy
Marketing Goals & Objectives
Marketing Mix
Implementations & Control
Contingency Plan
Summary
References
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www.Starbucks.com