Bus 319 Course Project Essay

2065 Words Apr 6th, 2012 9 Pages
devry university | BUSN 319 Marketing Plan | New espresso for Starbucks Corporation | | | 10/17/2010 |

Table of Contents Page 1. Background 2 Company Description 2 Product 2 2. Situation Analysis 3 SWOT Analysis 3-4 Competitor Analysis 5 Company Analysis 5 Customer Analysis 5 3. Market-Product Focus 6 Marketing and Product Objectives 6 Market-Product Grid 6 Target Markets 6 4. Marketing Program 7 Product Strategy 7 Price Strategy 7 Promotion Strategy 8 Place Strategy 9 5. Implementation Plan 10 6. Evaluation and Control 10 Possible Deviations 10 Possible Solutions 10 7. Bibliography

Company Description
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New markets for coffee such as India and the Pacific Rim nations are beginning to emerge. * Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.
* Who knows if the market for coffee will grow and stay in favor with customers, or whether another type of beverage or leisure activity will replace coffee in the future? * Starbucks are exposed to rises in the cost of coffee and dairy products. * Since its conception in Pike Place Market, Seattle in 1971, Starbucks' success has led to the market entry of many competitors and copycat brands that pose potential threats.
Starbucks is a well-known company that has built a reputation of having the best-tasting coffee offered in America. However, there a few competitors that have been able to compare themselves to Starbucks such as McDonald’s. McDonald’s now has a McCafé. In this café, they mix drinks and coffee in a way that resembles Starbucks. The threat is that they are providing these drinks for a lower price than Starbucks charge for their specialty drinks.

Coffee drinkers usually have a particular coffee shop or store that they like to purchase their coffee from. A lot of coffee drinkers are usually in a hurry in the morning, so making coffee at home is not an ideal factor for the person on the go. However, when the economy began to change, many

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