Starbucks Coffee: Standardization and Adaptation Strategy

14327 WordsMay 17, 201158 Pages
Starbucks Coffee Company: An Integrated Marketing Communications Plan April 2006 Prepared for: Starbucks Coffee Company W. H. Evans Prepared by: Sophie van der Vecht Neni Pogarcic Hidde van der Dussen Tim Ensing Dan Mackinnon Lucia Suchankova Table of Contents Executive Summary .................................................................................................................3 Introduction ...............................................................................................................................4 Mission ......................................................................................................................................4 Product…show more content…
36 Appendix D: Average Statement of Earnings ..................................................................... 37 Appendix E: Amsterdam Pro Forma Statement of Earnings .............................................. 38 Appendix F: Pro Forma Balance Sheet ................................................................................ 39 Appendix G: Amsterdam high and low forecast Statement of Earnings ........................... 40 Appendix H: Advertising Pyramid ....................................................................................... 41 Appendix I: Creative Series 1 ............................................................................................... 42 Appendix J: Creative Series 2............................................................................................... 44 Sophie van der Vecht, Neni Pogarcic, Hidde van der Dussen, Tim Ensing, Dan Mackinnon, Lucia Suchankova April 2006 Executive Summary We have investigated the possible launch of the Starbucks Coffee Company in the Netherlands, where we tried to combine the Starbucks’ ‘way of doing’ with the local Dutch market. Our mission therefore is to successfully introduce while paying attention to the Dutch needs and expectations. The standardized Starbucks products will be used such as coffee, tea, and merchandise, except for the pastries, where we strive to localize to better
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