Essay on Starbucks Marketing Plan

1006 Words Sep 15th, 2012 5 Pages
Marketing Plan Project Starbucks MKTG 3175 Gay Fortson Sharita Garmon Robin Hardy- Green

Table of Contents

Executive Summary………………………………………………………..3
History and Background…………………………………………………...4
Marketing Strategy………………………………………………………...5
The 4 P’s…………………………………………………………………...6
Anoffs Growth Matrix……………………………………………………..7
International Expansion …………………………………………………...8
References…………………………………………………………………9
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With innovative marketing and advertising campaigns in place and a new logo harkening back to the early days of Starbucks,18 the company continues to strengthen their
Weaknesses
Recent Sales Slump - The Starbucks Corporation has fallen on hard times recently with net income falling $108.7 million in the first three months of 2011, down 28% from the same period of 2012. According to company press releases, the primary cause is the slumping U.S. economy and the resulting slowed consumer spending and Starbucks higher prices
Opportunities
Product Innovation - Along with Starbucks’ ventures into music and other areas, the coffee retailer will also begin offering new drinks in order to acquire new customers and diversify their current lineup of beverages. Starbucks introduced two smoothies, both featuring banana under the names “Mango Orange” and “Chocolate Banana
International Expansion - With the corporation hitting a sales slump partially due

Starbucks Marketing Case Study 6

to overexpansion in the US, the company has the opportunity to hit the international circuit for successes. Starbucks recently announced plans to open more stores in Ireland, with many more to follow in 25other countries.
Threats
Legal Issues - The coffee retailer has come under fire in

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