Marketing Planning process

Masters
Essay
Miscellaneous
Pages 8 (2008 words)
Download 0
Founded in 1971 by Jerry Baldwin, Gordon Bowker, and Zev Sieg, the first Starbucks location opened in Seattle's Pike Place Market. Named after Herman Melville's first mate in Moby Dick, Starbucks has become the world's leading brand of roaster and specialty coffees…

Introduction


Peet's Coffee & Tea, located in Berkeley, California, was the inspiration for Starbucks. The three original Starbuck founders bought their first coffee beans from Peet's; eventually, Starbucks became Peet's competition.
"You get more than the finest coffee when you visit a Starbucks - you get great people, first-rate music, and a comfortable and upbeat meeting place," says Starbucks chairman Howard Schultz. "We establish the value of buying a product at Starbucks by our uncompromising quality and by building a personal relationship with each of our customers. Starbucks is rekindling America's love affair with coffee, bringing romance and fresh flavor back to the brew."
For the thirteen-week period ending January 1st, 2006, Starbucks revenues increased 22% to $19.3 billion. Increase in net income was by 20% to $174.2 million. Starbucks employees total 115,000. Howard Schultz is Chairman of the Board, and James L. Donald is Chief Executive Officer and Director, with corporate headquarters located in Seattle, Washington, where the Starbucks experience all began.
Because Chairman Howard Schultz deems music to be an integral part of the Starbucks experience, a business wire released on May 1st of this year is of importance. A never-released 1972 album of jazz standards recorded by Diana Ross was discovered in the Motown vault nearly three decades later. ...
Download paper
Not exactly what you need?

Related papers

Marketing decisions and planning
Understanding buyer behavior is one of the more perplexing tasks confronting Biopure Corporation. Difficulty arises from the heterogeneity of buyers, from their being groups of individuals who differ from one another (Cooper 4). Biopure Corporation's market is divided into two main segments human and animal markets. Human market has been influenced greatly and transformed by AIDS infection. "Since…
Marketing Planning process
Peet's Coffee & Tea, located in Berkeley, California, was the inspiration for Starbucks. The three original Starbuck founders bought their first coffee beans from Peet's; eventually, Starbucks became Peet's competition.…
MARKETING PRINCIPLES AND PRACTICE
Thus, the link between marketing success and marketing planning is axiomatic.…
Strategic Marketing Planning Essay
Based on Levitt's (1983) contribution, the technology is one of the factors which affects firms to globalize their strategy (p.92). The other factor is the cultural, that is consumer homogeneity (p. 96). It means that preferences and tastes of consumers are becoming the same around the globe. The main aspect here is that communication (e.g. internet, cable television) is in hands of normal people…
Marketing Planning: Marketing Plan Creating
Generally, an organisation adopts a structure that involves strategic business units does so to avoid the inefficiencies and inadequacies in the cumbersome process that administrating single strategic approach based large diversified organizations or multinational companies (Bnet, 2008). The Strategic Business Units are characteristically large and homogeneous, in a way such that, they can exert…
Critical evaluation and suggestions for improvements of the marketing planning process in the leading pharmaceutical company in Bulgaria
However both the micro and marco market has been changing towards a phase of increasing modernisation, structural reforms, privitisation. Countering competitions and various barriers , sustaining and expanding it's market share (domestic and foreign), increasing profitability and quality requires the formulation of effective marketing strategies. This is especially important in the recent senario…
Marketing Process
Marketing is a continuing ongoing process; its environment is always dynamic. This means that the market tends to change-what customers want today is not necessarily what they want tomorrow (Background, n.d.). Marketing issues are important in all areas of the organisation. In business organisations, marketing efforts (including such services as promotion and distribution) often account for more…