A Proposal for Starbucks Marketing Changes

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July 26, 2012 Mr. Howard Schultz C.E.O. Starbucks Coffee Company 2401 Utah Avenue South Seattle, WA 98134 RE: Starbucks Marketing Changes Proposal Dear Howard: Currently, Starbucks is experiencing some serious difficulties in terms of executing its major strategies. Unfortunately, as we continue to push towards greater and greater expansion, it is clear that we are loosing some of our core customers. Many are becoming disillusioned with the idea of an overly corporate and diluted image of the brand they once held great devotion to. After reviewing the environment in correlation to recent and current strategies, it is clear that Starbucks has to make some decisive changes in order not to loose this consumer group entirely as we continue to push forward with out expansion strategies. Based on my findings I am recommending the following: Increased unbranding of certain Starbucks locations Active community involvement that engages the consumer more on a local level Expansion that acknowledges and embraces local flavors I have included details in the following proposal. I look forward to discussing the recommendations in greater length when you have the time. Thank you, YOUR NAME/ TITLE Executive Summary The situation today is continuing to get more and more challenging. Many of the core customers Starbucks relied on so much as it was growing are now becoming more and more cynical with the brand image and reputation. To these local coffee shop goers, the

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