Marketing Plan Phase II
November 25, 2013
Marketing Plan Phase II
Starbucks Corporation's new services recently announced to the public received a warm welcome. Catering and home delivery services selected by this organization in addition to services already provided by Starbucks to customers received nice reviews. Working on how best to get others in the community to begin using the services is part of phase two of this marketing plan. According to smallbusiness.chron by Fraser Sherman, Demand Media, “Market segmentation breaks customers down into categories based on income, age, race, lifestyles, location, and other factors to craft marketing strategies ...view middle of the document...
This gives Starbucks a great base to issue a new product and service to. The majority of their target market is composed of adults 25-40 years old, (Chron, 2013). The rest of the market consists of young adults 18-24 years old, then teens and children. Most of these groups are also comprised of high income families that hold professional jobs; this would also help in marketing to the business catering service. These consumers would love the home delivery services because they would be able to order this when they get up in the morning and have their favorite beverage and pastry delivered before they leave for work or school saving them time in the morning.
With the already established target market, Starbucks will adjust the marketing to target the new home delivery service that saves consumers time juggling busy professional lives, along with the new catering services so Starbucks will be at the next office party. The teen market would free up some time before school with the home delivery and also have the option to have Starbucks catering service for the next birthday party. The target audience that has led Starbucks to the top will take full advantage of the new services pushing the Starbucks brand farther ahead of the competition in the industry.
Starbucks Foundation recently provided $350,000 to the Philippines for relief and restorative purposes to show care and concern. In September 2013, Starbucks completed the Starbucks Train from Geneva Airport to St. Gallen in Switzerland. It first set to launch on November 21st, at 06:36 a.m. These efforts do not hurt the business but must begin to settle before the catering and home-delivery initiative begins. A different type of marketing research has to occur to properly understand the market and the consumer. The environment has to work effectively with the four P’s in which McCarthy initially discussed. It has to characterize the cultural and competitive stimuluses’ that will help bring in the Starbucks buyer. One study performed found that the Starbucks buyer wants to feel pampered while the Dunkin Donut buyer is simply there for coffee, (Armstrong & Kotler, p. 180, 2011). The goal is to continue to bring that satisfaction to the customers and into their homes. Starbucks is great at creating an atmosphere. With the new Starbucks services, the product’s atmosphere and the nostalgia it brings has to travel from the location to the home with the new home delivery service. Catering is already in line with the current presentation of the company and should not be a hard transition. The important details are found in the marketing strategy and positioning. The service's characteristics important for this type of customer would be analyzed by the user status, rate of use, and the customer’s loyalty. At least these are places to start. These are details from the customer-driven strategy model. User status tells the company how to retain the existing users, and...