Got a tricky question? Receive an answer from students like you! Try us!

Marketing planning for Starbucks - Essay Example

Only on StudentShare
Masters
Author : bednareda
Essay
Marketing
Pages 13 (3263 words)

Summary

With the hope to be the third place for the people between home and workplace, Starbucks opened its first shop at Seattle’s market in the year 1971. The company believes that the people not only comes for the coffee at Starbucks but also because of the atmosphere they create is an add-on for their success in the market…

Extract of sample
Marketing planning for Starbucks

People enjoy coffee while reading books, listening music or just gossip with friends and family. Specifically matching the regional culture and taste, the company strategically placed their products. It was one amongst the Fortune 100 top companies in the year 2005 to work for .

Section 1: Marketing Audits Organizational Audit
In order to understand the company’s strength and weaknesses, opportunity and threats the SWOT analysis of the firm has been performed to find the internal and the external environmental situation of the company.

SWOT Analysis Strength
Product diversification- huge range of products like coffee, baked foods, music cds etc.
Well known developed brand image with online presence and copyright logo.
The company has their own retail and international stores and don’t depend on franchisee.
The locations of the stores are very strategically placed to attract more customers. • The locations of the stores are very strategically placed to attract more customers.
With good working environment the company possess valued and very motivated workforce.
The company have good relation with the suppliers of Coffee and other requirements.
Starbucks is the market leader of the Coffee industry.
Customers are loyal to the brand
The company is located internationally
Starbucks has a very strong financial establishment which helps the company to invest in the process of expansion.
...
Download paper

Related Essays

Marketing Planning
An optimum pricing strategy would also be the best option for the company considering the fact that the disposable income levels of consumers have dipped in the recent years owning to recessionary activities and hence this strategy can go about in improving the market share of the company through the new product. Distribution strategy implies the supply chain strategy that would be followed by the organization. Starbucks would essentially adopt a value delivery based distribution strategy that would imply that the company adds value in each of the stages of distribution (Hooley & Graham, 2008,…
6 pages (1506 words)
Marketing Planning
Some dangled the benefit, some the direct offer, some contained a pricing cut, some concentrated on branding and gave away free items such as T-shirts. The goal was to determine the best motivation for customers that would make them purchase the car or, at the very least, show some interest on the product. They determined that the price discount is the best motivation. The $0 down offer resulted to 71 percent more direct responses than all of the other marketing offers they’ve launched in the past. He also went further by getting looking at where the customers came from, what they do, and…
11 pages (2761 words)
Marketing Planning: Mc Donald’s Case
The intention of this study is Mc Donald’s as one of the leading retailers in food service and serves around 64million customers globally in 119 countries. Mc Donald’s entered UK in the year 1974. As of 2009 it has 1900 units all over UK. In 2011 its UK sales increased by a whopping 11% serving around 25 million customers. Their mission is to improve their service as well as the environment and build operations that are sustainable for the future market. The current leaders at the helm of the company are: Jim Skinner - CEO Vice Chairman and Chief Executive Officer, Don Thompson-President…
14 pages (3514 words)
Marketing planning
In order to attain the above mentioned objectives, Tesco would have to implement certain significant tactics that include the broad conception of marketing mix which fundamentally comprises the 7 P’s, market segmentation, positioning as well as targeting tactics. Furthermore, Tesco should majorly focus upon the rise in its industrial network portfolio along with universal market expansion in future. In this context, Tesco can initiate the tactic of offering cheaper products for the customers along with possessing powerful brand image, especially to cope up with the fierce competition in the…
10 pages (2510 words)
Marketing Planning
At this point, it is essential to note that customer satisfaction and sustained marketing of a product could still alter the life of a product in the market by extending its relevance. When marketing planning is considered in terms of the product life cycle aspect, there are two things that come into play and these are theories as well as practices regarding the marketing phenomenon and the characteristics of how viable the product may be regarded to be (Drummond & Ensor, 2001, pp.112-118). The whole argument is based on the fact that products generically do show a number of elements that are…
6 pages (1506 words)
Marketing Planning
HSBC has a network of 6,600 offices in all these regions. It is a public limited company headquartered in England (HSBC, 2013a). This bank was originally established with the aim of facilitating trade between two most important trade partners in the world during the mid 19th century; China and the countries in Europe. The Chinese economy had been progressing for all these 150 years, due to which, since the 19th century the bank has occupied a good position to reap real benefits from the rapid GDP growth of the Chinese economy. However, the financial break down that occurred in the last decade,…
20 pages (5020 words)
Marketing planning
In the recent past, the notion of marketing planning has changed from various perspectives (Hatton 12). Companies nowadays put in strong efforts to identify the problems of market and formulate a strategy only on that basis. In the similar way, the technique of promotion has undergone drastic changes. There have been evident changes in the strategies of selling as well. Considering the scenario of the market, aggressive and push selling are being are being actively pursued by the companies. P&G created an artificial demand in the market for their product Surf Excel, which clearly exemplifies…
10 pages (2510 words)