Marketing Plan for Starbucks

Paper Summary:

The paper explores the potential for Starbucks to achieve increased revenue by offering unlimited downloadable computer games for a yearly membership fee to customers visiting their stores. The paper looks at how consoles are the catalyst of game growth and then outlines the demographics of the computer gaming market. The paper concludes that the many challenges Starbucks has of remaining competitive in a turbulent coffee retailing market can be solved by offering additional services.

Outline:
Introduction
Consoles Are the Catalyst of Game Growth
Market Segmentation
Summary

From the Paper:

"There is significant potential for Starbucks to achieve increased revenue by offering unlimited downloadable computer games for a yearly membership fee to customers visiting their stores. According to the NPD Group, a market research firm specializing in computer games and consoles, the total market size as of 2008 is $30B, growing at 6% per year (Hammill, 2007). By broadening the service to include PS2, PS3, Wii, and Xbox 360 games for a yearly membership fee, Starbucks addresses the entire console and gaming market. Contrary to what many believe, the median age of gamers is 35, with 24% over 50 years of age (Hein, 2007). One of the most rapidly growing demographic segments of the gaming market is women; 38% of gamers in the US are female according to NPD (Hein, 2007). With 96% of the gaming households in the U.S. having a console already, offering unlimited subscription downloads. Offering downloadable games for each platform addresses the majority of the total available market."

Sample of Sources Used:

• Beth Snyder Bulik (2008, July). Video games rock the music industry. Advertising Age, 79(26), 6. Retrieved September 11, 2008, from ABI/INFORM Global database. (Document ID: 1510532001).
• Stephen Hammill (2007). Guess Who Got A Wii? McClatchy - Tribune Business News. Retrieved September 11, 2008, from ABI/INFORM Dateline database. (Document ID: 1488796351).
• Kenneth Hein (2007, October). WII DID IT! Brandweek, 48(36), M4-M6,M8. Retrieved September 12, 2008, from ABI/INFORM Global database. (Document ID: 1373393821).
• IBIS World (2008). The New American Players: Baby Boomers and Women Take on Video Gaming :Move Over Mom And Dad - It's My Turn To Play!. (18 August). PR Newswire. Retrieved September 10, 2008, from ABI/INFORM Dateline database. (Document ID: 1534088261).
• Michael Martinez (2008). Video games are newest tricks in your library's book: More are embracing video games as way to attract readers. McClatchy - Tribune Business News. Retrieved September 12, 2008, from ABI/INFORM Dateline database. (Document ID: 1502619371).

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