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Marketing Starbucks
Marketing Plan # 52622
Marketing Starbucks
This paper is a marketing plan for Starbucks Corporation in the specialty coffee industry.
1,700 words (approx. 6.8 pages) |
1 source |
MLA | 2004
Paper Summary:
This paper explains that Starbucks Corporation's target markets are determined through demographic segmentation, particularly age segmentation, and are generally classified into two divisions, college students and business executives. The author points out that the Starbucks Corporation's pricing strategy is largely based on competition. With prices ranging from a minimum of $8 and a maximum of $18, Starbucks coffees are in the average price range for the specialty coffee market. Starbucks' wide range of business activity allows it to utilize numerous channels of product distribution. The paper relates that the company adapts vertical channel integration, wherein the corporation owns and operates its own production facilities, warehouses, and retail stores.Table of Contents
Organizational Mission
Organizational Objectives
Marketing Objectives
Marketing Strategy
Target Market
Marketing Mix
Product Strategy
Pricing Strategy
Distribution Strategy
Publicity Strategy
Advertising Strategy
Personal Selling Strategy
Sales Promotion Strategy
From the Paper:
"The introduction of new products in the company is seen through the promotion of the following products: the ready-to-drink Starbucks Doubleshot, Starbucks Ice Cream, and Starbucks Coffee House Blend brand. The RTD drink Doubleshot is a new Starbucks product aimed to satisfy the needs of consumers who are always in a hurry. Thus, Doubleshot is a Starbucks product that is "[t]he ideal way to start a busy day!" Meanwhile, Starbucks Ice Cream is a product aimed mainly to college students who love the traditional Starbucks traditional coffee beverage taste ice cream form, and this product is available in six (6) flavors. Lastly, the special signature brand House Blend Coffee of Starbucks introduces a new way wherein home-based consumers will also enjoy the goodness of Starbucks coffee. This product comes in different flavors (ranging from African, Arabian, to French Roast flavors), customized to fit the coffee-lover's taste and need for new, yet, equally delicious taste of the traditional Starbucks coffee."More papers on Marketing Starbucks:
Cite this paper
APA Citation:
Marketing Starbucks (2012, January 15). Retrieved February 10, 2012, from http://www.academon.com/Marketing-Plan-Marketing-Starbucks/52622
MLA Citation:
"Marketing Starbucks" 15 January 2012. Web. 10 Feb. 2012. <http://www.academon.com/Marketing-Plan-Marketing-Starbucks/52622>
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Aug 29, 2003 Our staff is comprised of professional writers, academics, editors, and journalists that have extensive writing experience. We write knowledgeably and skillfully on all topics and are confident in the quality of our papers.
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