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Starbucks Marketing Plan

Starbucks Marketing Plan. Prepared By: Alison Buckley Lance Hill Laura DeSloover Kati Popielarz Leslie Gora Danielle Sanders Saginaw Valley State University MKT 336, FALL 2009. Executive Summary- Key Points. Largest Coffeehouse company in the world Based in Seattle

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Starbucks Marketing Plan

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  1. Starbucks Marketing Plan Prepared By: Alison Buckley Lance Hill Laura DeSloover Kati Popielarz Leslie Gora Danielle Sanders Saginaw Valley State University MKT 336, FALL 2009

  2. 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

  3. 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.”

  4. Starbucks Visit Results

  5. Independent Coffee Shop Visit Results

  6. Situational Analysis

  7. Internet Marketing

  8. Market Summary

  9. SWOT Analysis: STRENGTHS

  10. SWOT Analysis: WEAKNESSES

  11. SWOT Analysis: OPPORTUNITIES

  12. SWOT Analysis: THREATS

  13. Competitor Environment

  14. Marketing Strategy

  15. Marketing Goals & Objectives

  16. Marketing Mix

  17. Implementations & Control

  18. Contingency Plan

  19. Summary

  20. References • www.Starbucks.com

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