Marketing Plan for Starbucks - Case Study Example

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The main idea of this summary under the title "Marketing Plan for STARBUCKS" touches upon the corporate policy of Starbucks. The author provides weaknesses and strengths, potential risks, short and long term projections, and personal recommendations…
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Marketing Plan for Starbucks
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Download file to see previous pages It is due to the fact that Starbucks wants to accomplish long-range goals which were set by the chairman Howard Schultz. He enlightened the motto by quoting it, “The idea of Starbucks was to produce a chain of coffeehouses that would then come in third place in America. Today, most Americans dwell in just two places throughout their lives- work and home. Americans need to find a third place where they can enjoy and relax and just be themselves.” He visualized a place which will be different from work or home, a place that will be different for different people (Moon, 2003).

By following this rule, Starbucks plans to open new stores by expanding in new markets, as well as open stores in existing markets. Also by increasing their product development method, and provide service to customers that they need to successfully enhance their financial position and also capture the maximum market share (Starbucks Official Website, 2012).

The Starbucks Corporation is based in Seattle, Washington and is an internationally recognized coffeehouse chain and company. It sells espresso-based hot drinks and drip-brewed coffee, coffee beans, Panini, snacks, sweet pastries, cold and hot sandwiches, salads, coffee beans and items such as tumblers and mugs. The company also markets music, film, and books and has a Starbucks Entertainment division. It also has a Hear Music brand. Most of the products by the company are either local or seasonal. Starbucks coffee and ice-cream are also sold at grocery stores (Starbucks Official Website, 2012).
The corporation has well-built ethical values and has an ethical mission statement as well which is, ‘Starbucks is inclined towards a role of environmental leadership in all areas of the business’ (Starbucks Annual Report, 2011).
The firm has a strong presence in America with almost more than 1/3 of its cafes situated in its home market. ...Download file to see next pagesRead More
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