Starbucks Marketing Plan

Starbucks Marketing Plan Katie Tewell Bethany Odom Kelly Snider December 12, 2006 Executive Summary What was at once a splendid burnt umber shop loose by Gerald Baldwin, Gordon Bowker, and Ziev Siegl in 1971, Starbucks cocoa Company has grown into the subject one specialty coffee retailer. With over 10,000 coffee shops in more than 30 countries, of which 4,200 atomic number 18 commissioned and franchised and 6,000 are owned, the company’s main aim is to depict Starbucks as the “ approximately recognized and respected commemorate in the world,” (Moon). Currently, Starbucks is relying on retail expansion, product foundation, and service innovation to turn over a long-term goal once nock by current chairman Howard Schultz: “The idea was to create a mountain range of coffeehouses that would become America’s “third place.” At the time, most Americans had two places in their lives – station and work. But I believed that mickle needed another place, a place where they could go to retard and enjoy others, or just be by themselves. I envisioned a place that would be affiliate from home or work, a place that would mean various things to diametrical people,” (Moon).

By working toward this goal, Starbucks deprivations to open new stores in two new and existing securities industrys, expand their product culture process, and ply to customers’ needs to eventually improve their financial gravel and control merchandise share. Market Summary • Target Markets o In the early stages of development for Starbuc ks, Schultz identified their purport market! as “affluent, well-educated, white-collar patrons (skewed female) between the ages of 25 and 44,” (Moon). o oer time, market research teams have recognized the new chump market as “younger, less well-educated, and in a reject berth income bracket than their more established customers,” (Moon). o Nonetheless, the buffer target market has not disappeared, but has expanded into the demographic of the store...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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