Bus 319 Course Project Essay

2065 Words Apr 6th, 2012 9 Pages
devry university | BUSN 319 Marketing Plan | New espresso for Starbucks Corporation | | | 10/17/2010 |

Table of Contents Page 1. Background 2 Company Description 2 Product 2 2. Situation Analysis 3 SWOT Analysis 3-4 Competitor Analysis 5 Company Analysis 5 Customer Analysis 5 3. Market-Product Focus 6 Marketing and Product Objectives 6 Market-Product Grid 6 Target Markets 6 4. Marketing Program 7 Product Strategy 7 Price Strategy 7 Promotion Strategy 8 Place Strategy 9 5. Implementation Plan 10 6. Evaluation and Control 10 Possible Deviations 10 Possible Solutions 10 7. Bibliography

Company Description
…show more content…
New markets for coffee such as India and the Pacific Rim nations are beginning to emerge. * Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.
Threats
* Who knows if the market for coffee will grow and stay in favor with customers, or whether another type of beverage or leisure activity will replace coffee in the future? * Starbucks are exposed to rises in the cost of coffee and dairy products. * Since its conception in Pike Place Market, Seattle in 1971, Starbucks' success has led to the market entry of many competitors and copycat brands that pose potential threats.
Social
Starbucks is a well-known company that has built a reputation of having the best-tasting coffee offered in America. However, there a few competitors that have been able to compare themselves to Starbucks such as McDonald’s. McDonald’s now has a McCafé. In this café, they mix drinks and coffee in a way that resembles Starbucks. The threat is that they are providing these drinks for a lower price than Starbucks charge for their specialty drinks.

Economics
Coffee drinkers usually have a particular coffee shop or store that they like to purchase their coffee from. A lot of coffee drinkers are usually in a hurry in the morning, so making coffee at home is not an ideal factor for the person on the go. However, when the economy began to change, many

Related Documents

Funky Uplifting RB Mix MP3 | Law Order True Crime | Keean Johnson