This website uses cookies to ensure you have the best experience. Learn more

Starbucks Marketing Plan Essay

8688 words - 35 pages

Strategic Marketing Plan
-------------------------------------------------


Lecturer: Erik Kostelijk
Student: Parisa Taghipoor
Class: ICV4C
Date: 19 November, 2010
-------------------------------------------------

1.0 Introduction & Background
-------------------------------------------------

1.1 Background
Established in 1985, Starbucks Corporation is today’s premier roaster and retailer of specialty coffee in the world. Starbucks purchases and roasts high-quality whole bean coffees and sells them, along with fresh, rich-brewed coffees, Italian-style espresso beverages, cold blended beverages, a variety of ...view middle of the document...

8).

Coffee in the Netherlands
Coffee consuming in the Netherlands is big business. In 2005, the Netherlands imported almost 150.000 tons, still growing every year although the consumption rate fluctuates. The average Dutch person drinks 145 liter (= 7 kg) on a yearly basis, which equals 3.2 cups of coffee per person, per day. This takes the Netherlands to the 7th position on the world list. Only people in Scandinavia, Denmark, Austria and Switzerland drink more coffee (Vereniging van Nederlandse Koffiebranders en Theepakkers [VNKT], 2005, “Annual Report”, p.11). Anticipating on these facts, a growing amount of coffee stores are opening their doors, thereby stimulating people to drink their coffee outdoors.

Starbucks’ absence in the Netherlands
Although, at first sight, the Netherlands fits in the Starbucks entry strategy as described above, the company has still not opened one single public Starbucks store in the country. The internet provides several discussions concerning Starbucks’ absence in the Netherlands. Because spokesmen of Starbucks do not offer any explanations for it, different speculations now circulate the web (NRC Handelsblad, 2006, p.12). The one says that Starbucks does not open a store because of a ‘gentlemen’s agreement’ with Sara Lee, the company that owns Douwe Egberts Koffie. The other states that Starbucks simply cannot find suitable A-locations in the Netherlands. Also, many people share the opinion that Starbucks’ concept just could not work because of the existing Dutch coffee culture in which people enjoy a simple cup of coffee in an authentic and cosy coffee shop, other than the well known Starbucks stores. According to Carijn Manders, Manager Business Development Schiphol Airport, Starbucks did not enter the Dutch market before, because of their efforts to enter other European countries (Manders, 2007).


1.1 Product portfolio
All Starbucks stores offer a choice of regular and decaffeinated coffee beverages; a broad selection of Italian-style espresso beverages, cold blended beverages, iced shaken refreshment beverages, a selection of premium teas and distinctively packaged roasted whole bean coffees. Starbucks stores also offer a variety of fresh food items, including several healthy choice selections. Food items include pastries, prepared breakfast and lunch sandwiches, and salads as well as sodas, juices, and bottled water. Starbucks continues to expand its food-warming program in the United States and Canada, with approximately half of these stores as of September 28, 2008 providing warm food items, primarily breakfast sandwiches. A range of coffee-making equipment and accessories are also sold in the stores. Each Starbucks store varies its product mix depending upon the size of the store and its location. Larger stores carry a broad selection of the Company’s whole bean coffees in various sizes and types of packaging, as well as coffee and...

Other Papers Like Starbucks Marketing Plan

Swot Analysis-Starbucks

2679 words - 11 pages to $10.93 an hour. Also Starbucks has implemented a plan to train supervisors to better manage staffing and show sensitivity with helping staff with relocation. Opportunities: Expand Core Businesses Starbucks has built their core brand on enjoying coffee in a different way, with a unique experience. However, as with many major businesses there be a branching out into other emerging markets, brands and ceasing new opportunities. One of the keys

Marketing Plan - Cafe Essay

996 words - 4 pages Assignment #5 – MKT 500 Marketing Management 1. Introduction The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals for a planned discount internet café. Café Loco, unlike a typical cafe, provides a unique forum for communication and entertainment through the medium of the Internet. Café Loco is the answer to an increasing demand. The public wants a place to

Enen

626 words - 3 pages of and in spite of marketing efforts. Market Research Plan The majority of our research will be conducted via the internet, online databases and research, and information provisioned by Dunkin Brands, parent company to Dunkin Donuts and Baskin Robbins. We will search in Dunkin Donuts’ longstanding history of advertising, and compare this with a timeline on the rise of Starbucks and other coffee chains, as popular destinations to be a ‘third

Paper

4918 words - 20 pages Note: Solve any 4 Cases Study’s CASE: I Starbucks In 2003, Starbucks accomplished something that few companies ever do: It became a Fortune 500 company—a phenomenal achievement for a company that went public only 12 years earlier. The company had over 6,000 stores worldwide—all company owned, as Starbucks does not franchise its outlets—and planned to expand rapidly to over 10,000 stores. Starbucks created not only a successful

Pestel

1604 words - 7 pages brands that offer a discount and offering price cuts makes for effective marketing. Hong Kong is also receptive to Western food, which is mostly patronized by females and younger age groups, and can serve as a testing area for product acceptability in other Asian markets like China. Hong Kong consumers favor small and conveniently packaged food products because countertop burners and microwave ovens are the usual cooking and heating devices.[4

Marketing

1485 words - 6 pages Sarah Wolfgang, 21, has launched a crowd funding campaign to open a pooch-friendly parlor called The Dog Cafe where patrons can get a cup of Joe, followed by cuddle time with adoptable pups. This marketing plan will analyze what actions will need to be taken to successfully bring the Asian concept of a Dog Cafe to the American people. Situational Analysis Strengths The business will receive positive views because of the support of sheltered

Case Analysis

1660 words - 7 pages top with its competitors, by ensuring fresh and top quality its supplies from doing too much. Panera’s plan and focus allows them to pass their rivalry. This is because they allow unique dinning environment to its high quality of baked items and sandwiches. When opening new Panera restaurants, the company excels in makling the atmosphere, which gives patrons the feeling that they are eating at home. Furniture and fixtures within each

Student

4706 words - 19 pages . Purposeful positioning. Top brands excel at delivering all three manifestations of brand purpose— functional bene its, or the job the customer buys the brand to do (think of the pick-me-up Starbucks co ee provides); emotional bene ts, or how it satises a customer’s emotional needs (drinking co ee is a social occasion); and societal bene ts, such as sustainability (when co ee is sourced through fair trade). Consider the Unilever Sustainable Living Plan

Mobility

3587 words - 15 pages considered. Dedicated focus to manage the life cycle of mobile applications, including marketing product management (understanding market wants/needs, competitor movement, solution wishlist), technical product management (managing bug/fix, feature, version road map), solution engineering (multiplatform support, end-to-end experience management), solutions delivery (distribution and channel support), and solutions management (on-going support Mobile

Barista Lavazza

1265 words - 6 pages Number of outlet • In house sourcing of coffee beans Weakness: • Expensive coffee • Self-service for the customers • Quality of food- Stale breads Opportunity: • Large Untapped Market • Presence of large number of outlets • Tie-ups with other companies for promotion Threat: • Entry of Foreign players like Georgia, Starbucks etc • Large unorganized market • Coffee substitute Marketing mix: Pricing: Barista has a ‘Skim Pricing

Capabilites

5342 words - 22 pages which to measure the impact of future investments in these capabilities. Leaders plan to revisit the effort in a year to learn whether their investments have made a difference. Respondents Executive Committee Operations Committee Senior Marketing Leaders Internationai Senior Staff Other Functionai Leaders Average Score TaJent Scores 4.00 3.50 4.00 4.60 3.67 ! 3.9S 123 HBR SPOTLIGHT intangible Assets and build capabilities

Related Essays

Doc, Pdf Essay

1491 words - 6 pages Seattle, in 1971. A sales representative, Howard Schultz, decided to be a part of Starbucks, as director of marketing and retail sales, after he realized the atmosphere and environment of the company. In 1985 Howard Schultz chose to establish a new coffee shop, named II Giornale, in Seattle. After the next two years, due to the successful strategy of Schultz, the original three owners of Starbucks decided to sell their corporation to Schultz

Starbucks Essay

2200 words - 9 pages strategic marketing department to analyze gathered data that is currently underutilized.  Starbucks should hire a chief marketing officer to monitor and evaluate the evolving linkages among customer satisfaction, loyalty and profitability.  In addition, Starbucks should implement Day’s plan to hire additional employees to satisfy growing customer needs. Rationale      Developing a strategic marketing department will give Starbucks’ a better

Starbucks Research Paper

3097 words - 13 pages . There were no machines to brew a cup of coffee for you. There were few and in between samples for customers but that was all. Until 1982 this was all it was. Howard Schultz had his own vision of a Starbucks store all across the US and Canada. He wanted to make it a café and tried to press Baldwin and Bowker that it would be much better has a café and not just a retail store. Schultz gave up and left Starbucks marketing team. When Baldwin and Bowker

Star Bucks Essay

1389 words - 6 pages . After all, we are the protectors of something that is 900 million years old. Just like when you drop a rock in a pond there will be ripples that come outside that core, Starbucks is not just a pound of coffee, but a total coffee experience. Scott Bedbury, Senior Vice President of Marketing Since Starbucks opened its first store in Seattle in 1971, the whole idea of coffee has changed radically. In the 1980’s Howard Schulz, Director of Retail