This website uses cookies to ensure you have the best experience. Learn more

Mkt421 Marketing Plan Phase Ii Starbucks

1840 words - 8 pages

Marketing Plan Phase II
MKT/421
November 25, 2013
Pareesa Naveed

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...

Other Papers Like Mkt421 Marketing Plan Phase Ii Starbucks

Marketing Plan Phase Iii Essay

644 words - 3 pages LEARNING TEAM_________ Assignment ___________________________ Week_________ Using the scale below, individually rate each member of your learning team, including yourself (please use the Collaboration Guide on the next page for a more detailed description of each category). 4 = Excellent 3 = Good 2 = Fair 1 = Poor 0 = None |Learning Team Evaluation |Team |Time |Establishing and

Swott Analysis Plan Phase Ii Business 475

795 words - 4 pages Part II: SWOTT Analysis Conceptualizing a Business Pat Wade Week Three Individual Assignment November 30, 2011 Professor Chadwick This paper will cover the SWOT analysis for Pat's Baked Goods. In addition this paper will cover instructions for conducting a SWOT analysis and how to simplify a strategic plan. Strategic planning sounds harder than one may

Starbuck

2315 words - 10 pages their profit. 3.2 Become more “fat” According to BCG matrix, Starbuck is in quarter II – Stars. This thing indicated that Starbucks have opportunities to grow their market share in the long run plan. When in here, Starbucks can get a substantial investment easily. In order to catch this chance, they will develop their market by entrance into new market. In general, Starbuck, nowadays, presences on 65 countries but they still also

“Starbucks Coffee Company: The Indian Dilemma”

2310 words - 10 pages appropriate partner for its entry. A statement coming from Starbucks said that “Without sounding arrogant, we are looking at our own strategy. There is nothing that keeps us doing business in India.” I. Statement of the Problem Given the circumstance, what would be Starbucks Coffee Company market entry plans in pursuing the Indian market? II. Objectives * To identify market entry strategies for Starbucks Coffee Company to implement in

Starbucks International Operations

3357 words - 14 pages decided to retain it instead of II Giornale. Schultz expanded Starbucks to Chicago, Los Angeles, and other major cities. But with increasing overhead expenses, the company reported a loss of $1.2 million in 1990. However, Schultz was confident of his business plan and continued his expansion spree. He even hired employees from companies such as PepsiCo. By 1991, the number of Starbucks stores had increased to 116, and Starbucks became the first

Starbucks

1506 words - 7 pages Seattle, in 1971. A sales representative, Howard Schultz, decided to be a part of Starbucks, as director of marketing and retail sales, after he realized the atmosphere and environment of the company. In 1985 Howard Schultz chose to establish a new coffee shop, named II Giornale, in Seattle. After the next two years, due to the successful strategy of Schultz, the original three owners of Starbucks decided to sell their corporation to Schultz

Starbucks

1506 words - 7 pages Seattle, in 1971. A sales representative, Howard Schultz, decided to be a part of Starbucks, as director of marketing and retail sales, after he realized the atmosphere and environment of the company. In 1985 Howard Schultz chose to establish a new coffee shop, named II Giornale, in Seattle. After the next two years, due to the successful strategy of Schultz, the original three owners of Starbucks decided to sell their corporation to Schultz

Starbucks

1491 words - 6 pages Seattle, in 1971. A sales representative, Howard Schultz, decided to be a part of Starbucks, as director of marketing and retail sales, after he realized the atmosphere and environment of the company. In 1985 Howard Schultz chose to establish a new coffee shop, named II Giornale, in Seattle. After the next two years, due to the successful strategy of Schultz, the original three owners of Starbucks decided to sell their corporation to Schultz

Starbucks Corporation

1491 words - 6 pages at the University of Seattle, in 1971. A sales representative, Howard Schultz, decided to be a part of Starbucks, as director of marketing and retail sales, after he realized the atmosphere and environment of the company. In 1985 Howard Schultz chose to establish a new coffee shop, named II Giornale, in Seattle. After the next two years, due to the successful strategy of Schultz, the original three owners of Starbucks decided to sell their

Mkt/421 University Of Phoenix

1313 words - 6 pages Marketing Mix: Starbucks MKT/421 Marketing Mix: Starbucks When thinking about the companies that have had the most successful marketing strategies, Starbucks is one of the top companies. Starbucks is an international coffeehouse beverage chain that has become very successful. Their marketing strategies have allowed it to surpass other coffee offering outlets such as Peet’s Coffee and Dunkin’ Donuts. Starbucks has been

Starbucks External Customer Analysis

4977 words - 20 pages Marketing Plan Assignment 2: Goals & Objectives, Customer Analysis, and Target Market & Positioning Nan Zhang, Thai Tran, Hollyann Joyner I. Marketing Goals and Objectives A. Have largest market share in US coffee Industry * Objective 1: opening 3000+ net new stores in America by 2017 Starbucks will open more than 3000 stores in 48 states in US depends on population density. High population area like New York and

Related Essays

Marketing Plan Phase 3 Essay

1804 words - 8 pages Marketing Plan: Phase III Team D: July 18, 2011 MKT 421 University of Phoenix Glenna Twing Marketing Plan: Phase III Verizon, a global leader in telecommunications, information technology, and entertainment hopes to leap-frog over the competition with its development of an integrated whole-house digital video recorder (DVR). Verizon’s fiber optic (FiOS) service is the only television, Internet, and digital voice service currently

Marketing Plan Phase Iii Essay

1862 words - 8 pages Marketing Plan: Phase III JoAnn Butcher, Amber Culwell, Kyle Grant, Omayra Moreno, Mathew Parish August 29, 2011 Michael Ricco Marketing Plan: Phase III In this paper Marketing Plan Phase III we will be discussing the description of our products attributes and service fully in depth. Team B will discuss how our product will evolve through the products life cycle as well as describe what will take place through that time and

Starbucks Marketing Communications Plan Essay

2169 words - 9 pages , Neni Pogarcic, Hidde van der Dussen, April 2006 Tim Ensing, Dan Mackinnon, Lucia Suchankova Introduction This marketing plan is going to investigate the possible launch of Starbucks Coffee Company in the Netherlands. We will focus primarily on marketing and advertising, in which we want to develop a possible plan and try to forecast the success of this store. We want to state clearly that this plan will be based on existing Starbucks

Marketing Plan: Phase Ii Paper

1094 words - 5 pages No longer will the words "Honey, I think I left the stove on", be uttered.AbstractAs the firm continues its introduction of the latest innovation in cooking products development - the GE Range Safety Sensor - General Electric (GE) must determine the viability of the product in the existing household appliance market. To accomplish this, GE will conduct various forms of marketing research. Marketing research is "the process of defining a