Marketing Plan of Star bucks Intl.

1. SUBMITTED BY:
AYESHA SHAYAAN
BBA-3rd
TOPIC:
STARBUCKS MARKETING PLAN

2. Executive Summary:
What was once a small coffee shop opened by Gerald Baldwin, Gordon
Bowker, and Ziev Siegl in 1971, Starbucks Coffee Company has grown
into the number one specialty coffee retailer. With over 10,000 coffee
shops in more than 30 countries, of which 4,200 are licensed and
franchised and 6,000 are owned, the company’s main objective is to
establish Starbucks as the “most recognized and respected brand in the
world.

3. Currently, Starbucks is relying on retail expansion, product innovation, and service
innovation to achieve a long-term goal once set by current chairman Howard Schultz:
By working toward this goal, Starbucks wants to open new stores in both new and existing
markets, expand their product development process, and cater to customers ‘needs to
eventually improve their financial position and dominate market share.

4.  Market Summary
 Target Markets
In the early stages of development for Starbucks, Schultz identified their target
market as affluent, well-educated, white-collar patrons (skewed female) between
the ages of 25 and 44. Over time, market research teams have recognized the new
target market as “younger, less well-educated, and in a lower income bracket than
their more established customers.

5.  Marketing Strategy
Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining
our uncompromising principles while we grow.”
The following six guiding principles helps measure the appropriateness of the decisions:
• Provide a great work environment and treat each other with respect and dignity.
• Embrace diversity as an essential component in the way we do business.
• Apply the highest standards of excellence to the purchasing, roasting, and delivery of our
fresh coffee o Develop enthusiastically satisfied customers all of the time.
Contribute positively to our communities and our environment.
Recognize that profitability is essential to our future success.”

6.  Environmental Mission Statement (Company)
“Starbucks is committed to a role of environmental leadership in all facets of
our business.”
This mission is carried out by commitment to:
• Understanding of environmental issues and sharing information with our
partners.
• Developing innovative and flexible solutions to bring about change.
Striving to buy, sell, and use environmentally friendly products.
• Recognizing that fiscal responsibility is essential to our environmental
future.

7.  Instilling environmental responsibility as a corporate value.
 Measuring and monitoring our progress for each project.
• Encouraging all partners to share in our mission.
Other points of importance to Starbucks:
• “Building customer loyalty around cappuccinos, lattes, and other fancy
beverages,”.
• Want to create a sense of community
 Want to create a memorable experience for a customer that inspires the
customer to return often, as well as to tell a friend
• Striving to become the most recognized and respected brand in the world
Putting people before products (Company)

8.  What a Starbucks store should be: “An authentic coffee experience that conveyed the
artistry of espresso making, a place to think and imagine, a spot where people could
gather and talk over a great cup of coffee, a comforting refuge that provided a sense of
community, a third place for people to congregate beyond work or the home, a place
that welcomed people and rewarded them for coming, and a layout that could
accommodate both fast service and quiet moments” (Thompson).

9.  Marketing Objectives
 To create a Starbucks experience that makes people come for the coffee, stay
for the ambience and environment, and return for the connection
 To build an image separate from smaller coffee chains
 To clearly communicate the values and commitments of the Starbucks
business to their customers, instead of only growth plans publicized in the
media.

10.  Financial Objectives:
 Have each store reach a $20,000 weekly sales level
 Open new stores with lower store-opening costs
(about $315,000 per store on average).