Delivering Customer Service - Example

Marketing plan Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Name Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Course Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Lecture Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Date Table of Contents Table of Contents 2 Executive summary 2 Background information 3 Target market 4 Risks involved in marketing starbucks flavored 4 SWOT Analysis 5 Marketing strategies 6 Starbucks flavored product mix strategy 6 Pricing strategy 6 Place (distribution strategy) 6 Promotional strategy 6 Marketing action plan 7 Conclusion 7 PART B 9 Review of marketing plan 9 9 Review 9 Legal and ethical requirements 10 Stakeholders 11 Stakeholder feedback 11 Marketer adjustments based on stakeholder feedback 12 Bibliography 13 PART A Executive summary Starbuck Australia plans to implement a range of new product to their product line this products will be aimed at acknowledging and targeting the company’s younger customers that is the under eighteen of the Australian population. The new product to be introduced by the company will offer more to their target population that is the children. The product is named starbucks flavored. Starbucks aim is to offer more to their target customers; this will be gauged based on satisfaction levels and the refreshments they get after taking starbucks flavored. Based on market research the company seems to be the pioneer in targeting the young degeneration, thus as a pioneer the company will be able to have a greater number of customers prior to other competitors in the same industry. The company target group comprise of children who are above two years up to around eighteen years so of whom may be at the time attending school. The beverage will be suitable to be taken together with the snacks at home and even at school. There behavior towards the intake of the beverage will be determined solely by their parents. Marketing will be carried out and it is expected to attract a considerable number of customers within the first few years. Background information Starbucks first opened its doors in Australia in the year 2000 in New South Wales at a place called Hyde Park and in 2002 the company started offering fair trade certified coffee to its customers (Starbucks Australia website 2012). Starbucks is the market leader in the coffee industry and its ability to innovate and introduce new products in the market places it at a better position when introducing starbucks flavored in the market. Starbuck offers the best quality beverages around the globe and has excellent customer services. The company’s mission is to inspire and nurture the human spirit. Target market The target market for starbucks flavored is young children and mostly those attending school from those attending preschool up to those attending colleges. Based on the age group been targeted the company will aim at providing a product that will offer a range of nutrients to the target group which will have an impact on the healthiness of the individuals consuming them. Starbucks flavored will be swerved in such a way that it suits children at all ages this will be done by offering the amount that each age range is supposed to consume and how often they can do that. Starbucks flavored will me made in such a way that it have very low levels of sugars in them and at the same time the fat content will also be minimal this will adversely reduce the health risks associated with the consumption of high fat content and sugary products. Risks involved in marketing starbucks flavored One of the major risks facing starbucks when they are marketing starbucks flavored coffee drink is the loss of some customers. This is solely based on the fact that some customers do not approve advertisements that are targeting children thus they may tend to shift to other coffee companies who do not make advertisement to entice children. Another risk that is likely to face the company is how the targeted population will perceive the product that is the starbucks flavored. With good positioning this risk will ultimately be reduced to considerable levels. The company may also face risks associated to health issue that may arise due to the consumption of starbucks flavored. Another risk that is likely to face the company is the cost that is associated with the introduction of the new product line that is starbucks flavored. The last risk that is facing the starbucks Australia is market saturation hence it becomes more difficult for them to market their products since the market has been maximized to the full potential. SWOT Analysis The table below depicts the SWOT of starbucks Australia. Strengths Globes most famous coffee brand Has strong moral values and an ethical values Weaknesses despite the fact that they are have a strong standing on new product improvement and creativity, the company is at risk to the likelihood that their originality may weaken over time The company should look for another way rather than just depending on the sale of coffee (Moon & John 2003, pp. 145). Opportunities Availability of new products Co-branding with other manufactures of food and drink, and brand franchising to produce of other products Expansion to global operations Threats Entry of many competitors Coffee and dairy products cost increase vagueness of the coffee market in the future Marketing strategies Starbucks flavored product mix strategy Based on the product strategy the product will be of high quality and will have a refreshing flavor. So as to attract the target market the products will have different flavors and the teenagers consuming them will have a wide selection to choose from. Pricing strategy Starbucks flavored beverages will be priced in such a way that it will attract a large number of kid, children and teens. The beverages from cost form around 2 $ to 4 $. Discounts will also be offered from time to time so as to attract more customers (Data Monitor 2005). Place (distribution strategy) Starbucks flavored beverages will be made available to certain locations that children tend to be in large numbers, such areas includes schools and stadiums. This will make the products to be available to the target group. Promotional strategy Promotional activities will be carried out so as to gain a greater level of acceptance and to increase the awareness of the new bran to the customers. These will over time increase sales the company sales volume thus a greater level of profitability for the company. The company will take certain promotional activities to schools and the promotions will be refereed to as “get flavored”, this will assist a great deal in attracting a large number of customers for the company (Moon & John 2003, pp. 90) Marketing action plan Conclusion The population of the children between the age of 3years and 18 years in Australia totals to approximately 30 % (ABS, 1996). This percentage offers a good customer base for the company. Promotion and campaigns will be used so as to attract a large customer base that is children thus profitability for the organization. By the application of the right strategies in marketing the starbucks flavored beverage the company will be able to attract a large number of children thus placing the company in a better position than the other companies. PART B Review of marketing plan The development of a business is a key factor that determines the success of a product in the market. When a new product is been developed or introduced to a certain market there ought to be effective marketing so as to introduce the product to the potential customers. Starbucks Australia ought to develop market plan for starbucks flavored beverage which they are about to introduced to the market. Marketing is at times done when new innovations are been made, in these case the marketing will be done so as to introduce starbucks flavored beverage. A marketing plan needs a continuous review so as to counter check if the plan has a linkage to the results. The review will aim at determining of starbucks Australia meets the objectives and goals that were set on the marketing plan. Review Below is the marketing review strategy for starbucks Australia: First starbucks needs to review the strategies which have been already been implemented this will be done in collaboration with the customers since they are the ones using the product. Since the plan was initially done based on assumptions and experiences from past adventures, the manager will need to review so as to assess whether the assumption and plans are working as required (Kennedy 2009, pp. 98). The managers will keep a list of number of children, kids and teens who are visiting the premises in a given day and the amount of starbucks flavored beverage that is consumed in a day. If the estimated number in the business plan is not been reached they ought to go back and check and thus make recommendations for change. The third aspect that needs to be done is the review of the budget and the marketing calendar. This will be done in cases where the management feels that it has not attracted the expected number of customers and thus the need for more marketing to as to entice the customers. Also changes need to be made on the marketing calendar so as to increase the time and also adjustments in the budget so as to cater for additional costs. Legal and ethical requirements Markets needs to look at whether the marketing strategies they are using adhere to the legal and ethical requirements in the society. Ethics and legal requirements looks into matters related to the promotion been used by the company, advertisements and the pricing. Since the company is marketing to children they ought to consider factors such as the purchasing power possessed by the children, and if the styles and tactics used by the marketer is understood by the children and the negative impacts that the advertisements will have on the children. Most advertisement should are ethical while some are not. It is illegal and unethical to advertisement products during children programs since the children tend to think that it is right to purchase those products. Prior to marketing, campaigning and promotions the company ought to seek permission from relevant authorities. All the marketing strategies are legal expect they are used wrongly. Thus marketer ought to keep a close check on the marketing strategies since small kind a not able to make concise decisions on their own thus the products to be made ought o be developed with the children in mind. The company ought to use the right nutrient composition. Most advertisement use cartoons which depict the child and when children view it they tend to think that they have the power to purchase the products on their own this aspect of using cartoons and creating the notion that children can go the shop to purchase the products alone is wrong. Thus parents needs to be included in the advertisements so a to ensure that small kids sees the need of been accompanied by their parents or guardians while shopping. The company should also look into advertising for what is really in the product and should not create unrealistic imaginations in the children minds such as been energized after taking certain drinks or been able to perform duties that exceed ones age. Stakeholders Starbucks has a large number of stakeholders such as the company employees, suppliers, government, customers, farmers and the community members and they will play a role of signing off the marketing plan. Stakeholders play an important role in the signing off of a proposed marketing plan in an organization prior to its implementation. This in most cases takes place if the stakeholders are certain that the marketing plan will achieve the planned results. By the introduction of the new product starbucks flavored the organization seeks to increase profits by offering high quality services to their customers and at the same time adhering to the ethical and legal requirement. The stakeholder that I would choose is the company’s customers. Stakeholder feedback The marketing plan will have an impact to me as a customer of the starbucks since t he product been developed will be consumed by the customer. As a customer would purpose that there should be limits of the number of starbucks flavored a kid purchase this will be of benefit since the children will not consume more than required. As a customer I perceive the product as been of high quality and through its implementation the company will gain more profits and customers thus gaining a competitive advantage over the competitors in the same industry. Another adjustment that I would recommend on the marketing plan is that the beverage to be introduced that is starbucks flavored out to have different flavors with these the company will have met almost the needs of all kids since kids have different preferences. While some may prefer passion other may prefer using strawberry and thus with the increase in number of flavors offered to the kids and teens the company will tend to sell more and thus greater levels of profits’ for the company. As a customer I would recommend that the promotion and advertisements to be done so as to promote the product should be legal and ethical and in doing so the company will evade legal consequences and negative critiques from the general public. Marketer adjustments based on stakeholder feedback As a marketer the feedback form the selected stakeholder that is the customer will affect the implementation of the marketing plan. This will be so because there will be need for several adjustments to be made to the marketing plan through the adjustments will not take a long time. One of the adjustments that will increase the time frame is the introduction of more than one flavor since the company had planned to introduce only one flavor. Also the company will tend to gain more in terms of profits since they will be offering a wide range of their products to the customers. As a marketer I will ensure that the promotions and advertisements made adhere to the regulations placed by the relevant authorities and in doing so time and money which could have been wasted in soling cases will assist in the introduction and implementation of the new products in the market. Bibliography ABS, 1996. Census of Population and Housing: Selected Social and Housing Characteristics Australia, ABS Canberra 1997. Data Monitor, 2005, “Starbucks Corporation”. Retrieved on22 Feb 2006 available from Kennedy, D. S., 2009. The Ultimate Marketing Plan: Find Your Hook. Communicate Your Message. Make Your Mark. Ohio: Adams Media. Moon, Y. & John, Q., 2003. Starbucks: Delivering Customer Service. Harvard College. Boston: Harvard business School Starbucks Australia website, 2012. Company history available from [Accessed 8th march 2012]. Read More