Starbucks. Evolution of the Company's Marketing Plan

Dossier / Travail , 2010 , 13 Pages

Gestion d'entreprise - marketing en ligne et marketing hors ligne

Starbucks is known for the qualitative variety of its products, the exclusive and friendly environment, the helpful and very polite personnel, the information and training on the products and the participation of management in building relationships with customers.

Starbucks offers more than 16 blends and types of coffee made of coffee beans Arabica, a large variety of beverages prepared instantly, teas, freshly baked pastries, chocolates, savoury delicacies, sandwiches, salads, etc. Also, at Starbucks a customer can buy coffee specialty products such as coffee machines espresso, coffee grinding machines, mugs and other items related to coffee and tea and CDs, which are original proposal gifts. Despite this wide array of products, Starbucks founder Howard Schultz, in February 2007, decided to close 600 Starbucks stores.

This paper examines several reasons that may be advanced for the company's decline, concluding that it would not have happened if Starbucks had stayed in their original form of combining the exclusive cafe with the friendly atmosphere and staff, and above all, good quality coffee.

The paper then goes on to explore the changes that the company has made in its marketing strategy since the decline in 2007 as well as the risks and potential benefits from competition, such as best practice examples of marketing in other countries, specifically in Greece.

Table of Contents

Situation analysis

Product line extension
Instant coffee data

Starbucks Via Market Strategy

Customer profile and SWOT analysis

Competition

Marketing Objectives
Financial Objectives
Target Marketing
Positioning
Customer Service
Advertising

Marketing Mix

Individual critical reflection

Bibliography

• Cours: Marketing
• Auteur: Fotini Mastroianni (Auteur)
• Année de publication: 2010
• Pages: 13
• N° de catalogue: V345121
• ISBN (ebook): 9783668353381
• ISBN (Livre): 9783668353398
• Langue: anglais
• mots-clé: starbucks, evolution, company, marketing, plan