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Essay example - Marketing planning for Starbucks

Masters
Essay
Marketing
Pages 15 (3765 words)
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This essay is the vast example of marketing planning for The Starbucks Coffee Company. It describes the progress of the company right from the opening of its first store in Seattle. The paper also analyzes the environment in which the Starbucks Coffee Company operates using the PEST analysis…

Extract of sample

The paper provides an insight into the marketing planning approach taken by Starbucks and analyses the possible strategies that could have provided the company with a more effective model of customer retention and market share expansion plan. The first part of the paper provides an assessment of the marketing audit techniques followed by an assessment of the main barriers to marketing planning, the process of formulating a marketing plan and the ethical issues that underline marketing plans.

The Starbucks Coffee Company has come a long way from its first store opened in Seattle in the year 1976 to its present position with over 6000 stores across 30 countries. The success of the company is largely accountable to its well planned marketing strategy and consumer satisfaction that has helped in promoting brand loyalty. The consumers of Starbucks are assured of high quality coffee served at the store counters and excellent ambience within the outlets. The essence of the Starbucks business model lies in its ability to promote revenues and profits through improved customer experience. Recently, the company introduced the Starbucks Card that enables the customer to avail Starbucks menu offerings by simply swapping the stored value card. This card is linked to the customer’s credit card and the card can be recharged through the credit card, thus saving the customer from any cash transaction in the counters. The card strategy has promoted the marketing plans of Starbucks Coffee and helped in expanding its market shares. ...
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