Starbucks Marketing PlanPrepared By:Alison Buckley Lance HillLaura DeSloover Kati PopielarzLeslie Gora Danielle Sanders

Saginaw Valley State UniversityMKT 336, FALL 2009

Executive Summary- Key Points Largest Coffeehouse company in the world Based in Seattle > 16,000 stores in 49 countries Well known; internationally successful Target Market: Individuals with a higher

disposable income seeking a unique experience

Mission Statement

Principles to support statement: Ethically source the finest coffee beans Embrace diversity Provide a human connection with employees Create stores where customers feel comfortable Take responsibility in each community

“To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.”

Starbucks Visit Results

00.511.522.533.544.55

Cleanliness Noise Price Timeliness Variety ProductQuality

OverallExperience

Troy

Barnes & Noble(Saginaw)

Saginaw(Tittabawassee Rd.)

Midland

Independent Coffee Shop Visit Results

00.5

11.5

22.5

33.5

44.5

5

Cleanliness Price Variety OverallExperience

CaribouBrewtopiaCrumbsBig Apple Bagel

Situational Analysis

Internet Marketing Website Twitter Facebook Videos In-store wifi access

Internet Marketing

Internet Marketing

Internet Marketing

Market Summary Gourmet Coffee is Big Business

$11 Billion in sales in 2005 300 Million cups of coffee consumed 54% Americans daily coffee drinkers 15% Americans

One specialty coffee a day 75% brewed at home

Market Summary Diverse Market Segment

Strive to be there for all Young professionals Web workers Soccer Moms “Hipster-Types”

Market Summary Store Location

Median household income of $60,000 Currently >16,000 Stores Closed 600 Stores in July 2008

Michigan stores closed: Detroit, Flint, Gaylord, and Ludington, among others

Market Summary The Anti-Starbucks Starbucks

4 Stores planned to open First: 15th Avenue Coffee and tea

SWOT Analysis: STRENGTHS

SWOT Analysis: WEAKNESSES

SWOT Analysis: OPPORTUNITIES

SWOT Analysis: THREATS

Competitor Environment

Marketing Strategy

Marketing Goals & Objectives

Marketing Mix

Implementations & Control

Contingency Plan

Summary

References www.Starbucks.com