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Starbucks Marketing Plan Prepared By: Alison BuckleyLance Hill Laura DeSlooverKati Popielarz Leslie GoraDanielle Sanders Saginaw Valley State University MKT 336, FALL 2009

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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

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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.

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Starbucks Visit Results

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Independent Coffee Shop Visit Results

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Situational Analysis

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Internet Marketing Website Twitter Facebook Videos In-store wifi access

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Internet Marketing

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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

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Market Summary Diverse Market Segment Strive to be there for all Young professionals Web workers Soccer Moms Hipster-Types

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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

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Market Summary The Anti-Starbucks Starbucks 4 Stores planned to open First: 15 th Avenue Coffee and tea

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SWOT Analysis: STRENGTHS

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SWOT Analysis: WEAKNESSES

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SWOT Analysis: OPPORTUNITIES

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SWOT Analysis: THREATS

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Competitor Environment

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Marketing Goals & Objectives 42% of the coffee market share Ranked 4 th of top 400 restaurant chains Focusing on future growth through their 160,000 partners Moving companies overseas Integrating corporate social responsibility

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Marketing Strategy Alternatives to Current strategy Focus on keeping competitive prices in retail outside of Starbucks stores More variety in desserts and lunch options Reassess online sales

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Marketing Strategy Demographics, Psychographics and Geography Middle-upper class predominately white areas Located in office buildings, college campuses and urban areas Suggestions Rely on brand and loyal customers

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Marketing Strategy Product positioning and life cycle High price, high quality for their market Boston Consulting Group Matrix Mature/established life cycle stage

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Marketing Mix

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Implementations & Control

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Contingency Plan

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Summary

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References www.Starbucks.com www.Starbucks.com