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

4. Starbucks Visit Results

5. Independent Coffee Shop Visit Results

6. Situational Analysis

7. Internet Marketing Website Twitter Facebook Videos
In-store wifi access

8. Internet Marketing

9. Internet Marketing

10. Internet Marketing

11. 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

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

13. Market Summary Store Location Currently >16,000 Stores
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

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

15. SWOT Analysis: STRENGTHS

16. SWOT Analysis: WEAKNESSES

17. SWOT Analysis: OPPORTUNITIES

18. SWOT Analysis: THREATS

19. Competitor Environment

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

21. 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

22. 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

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

24. Marketing Mix

25. Implementations & Control

26. Contingency Plan

27. Summary

28. References