Starbucks Marketing Plan

Starbucks Marketing Plan Katie Tewell Bethany Odom Kelly Snider December 12, 2006 Executive Summary What was formerly a splendid burnt umber shop exposed by Gerald Baldwin, Gordon Bowker, and Ziev Siegl in 1971, Starbucks cocoa Company has grown into the numeral one specialty coffee retailer. With over 10,000 coffee shops in more than 30 countries, of which 4,200 atomic number 18 licenced and franchised and 6,000 are owned, the company’s main aim is to implant Starbucks as the “ approximately recognized and respected commemorate in the world,” (Moon). Currently, Starbucks is relying on retail expansion, product foundation, and service innovation to come across a long-term goal once nock by current chairman Howard Schultz: “The idea was to create a set up of coffeehouses that would become America’s “third place.” At the time, most Americans had two places in their lives – place and work. But I believed that fl ock needed another place, a place where they could go to make relaxed and enjoy others, or just be by themselves. I envisioned a place that would be affiliate from home or work, a place that would mean various things to diverse people,” (Moon).

By working toward this goal, Starbucks deprivations to open new stores in two new and existing securities industrys, expand their product culture process, and offer to customers’ needs to eventually improve their financial gravel and persist foodstuff share. Market Summary • Target Markets o In the early stages of development for Starbucks, Sch ultz identified their purport market as &ld! quo;affluent, well-educated, white-collar patrons (skewed female) between the ages of 25 and 44,” (Moon). o oer time, market research teams have recognized the new soft touch market as “younger, less well-educated, and in a demoralize berth income bracket than their more established customers,” (Moon). o Nonetheless, the genuine target market has not disappeared, but has expanded into the demographic of the store...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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