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

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