Starbucks Marketing Plan

Starbucks Marketing Plan Katie Tewell Bethany Odom Kelly Snider December 12, 2006 Executive Summary What was at once a splendid burnt umber shop exposed by Gerald Baldwin, Gordon Bowker, and Ziev Siegl in 1971, Starbucks cocoa Company has grown into the upshot one specialty coffee retailer. With over 10,000 coffee shops in more than 30 countries, of which 4,200 atomic number 18 pass and franchised and 6,000 are owned, the company’s main aim is to prove Starbucks as the “ close recognized and respected commemorate in the world,” (Moon). Currently, Starbucks is relying on retail expansion, product foundation, and service innovation to acquire a long-term goal once nock by current chairman Howard Schultz: “The idea was to create a concatenation of coffeehouses that would become America’s “third place.” At the time, most Americans had two places in their lives – station and work. But I believed that sight needed another place, a place where they could go to loose 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 divergent people,” (Moon).

By working toward this goal, Starbucks deprivations to open new stores in both(prenominal) new and existing securities industrys, expand their product culture process, and append to customers’ needs to eventually improve their financial gravel and endure merchandise share. Market Summary • Target Markets o In the early stages of development for Starbucks, Schu ltz identified their purport market as &ldq! uo;affluent, well-educated, white-collar patrons (skewed female) between the ages of 25 and 44,” (Moon). o all over time, market research teams have recognized the new scratch market as “younger, less well-educated, and in a sink berth income bracket than their more established customers,” (Moon). o Nonetheless, the skipper 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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