Bus 319 Course Project

2073 Words Apr 14th, 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
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* It is a global coffee brand built upon a reputation for fine products and services. It has almost 16,000 cafes in almost 40 countries. * Starbucks was one of the Fortune Top 100 Companies to Work For in 2008. The company is a respected employer that values its workforce. * The organization has strong ethical values and an ethical mission statement as follows, 'Starbucks is committed to a role of environmental leadership in all facets of our business.'
Weaknesses
* Starbucks has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time. * The organization has a strong presence in the United States of America with more than three quarters of their cafes located in the home market. It is often argued that they need to look for a portfolio of countries, in order to spread business risk. * The organization is dependent on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.
Opportunities
* Starbucks are very good at taking advantage of opportunities. In 2004, the company created a CD-burning service in their Santa Monica (California USA) cafe with Hewlett Packard, where customers create their own music CD. * New products and…

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