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Marketing planning Table of contents Contents Introduction 3 Marketing audits 3 Environmental analysis 5 Organizational analysis 7 Barriers to marketing planning for Starbucks 10 The marketing plan 13 Ethical issues 16 Conclusion 18 Introduction 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 (Starbucks website, 2011).
The essence of the Starbucks business model lies in its ability to promote revenues and profits through improved customer experience (Tewell, Odom & Snider, 2006). 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 (ERS, 2008). 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. ...
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