Marketing Plan for Starbucks

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1. COMPANY DESCRIPTION
Starbucks is the largest coffeehouse company in the world. It was founded by three very unusual entrepreneurs, an English teacher Jerry Baldwin, History teacher Zev Siegel and a Writer Gordon Bawker. They came with this brilliant idea of getting into the coffee business inspired by an entrepreneur who sold high quality coffee beans and equipments, named Alfred Peet. The first Starbucks store was opened in Pike Market Place in Seattle on March 30, 1971. It is a for profit company.
In the 1990’s the company grew at a very fast pace. Studies show that Starbucks opened a new store every working day. From one store by its founders Starbucks grew to more than 8,000 stores in the United States itself and over 4000
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Starbucks had notable success in identifying top retailing sites for its stores. The company had the best real estate team in the coffee-bar industry and a sophisticated system that enabled it to identify not only the most attractive individual city blocks but also the exact store location that was best. The company 's site location track record was so good that as of 1997 it had closed only 2 of the 1,500 sites it had opened.
3. MARKETING OBJECTIVES
Marketing objective is build a platform for domestic and international growth and to create an atmosphere in which consumers can get that Starbucks experience anytime, anywhere, as an innovative product. VIA coffee makes instant taste like brewed coffee. It exhibits an instant coffee revolution. VIA instant coffee can not only offer low price, but also highest-quality, and flavorful taste, just like the Starbucks® coffee you know and love.
Objective metric- Enter ten major retail and convenience stores by 2011
To accomplish marketing objective, Starbucks’s VIA will earn and maintain shelf space at convenience stores, other retail outlets and supermarkets such as Vons, Ralphs and Albertson. It expects distribution to double to 30,000 locations and increase market share to 3% by the end of 2011.
Objective metric- launch in ten international markets by 2012
First, it will launch Starbucks VIA® throughout company-operated and licensed

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