Starbucks Marketing Plan

5669 Words23 Pages
Marketing Plan for Starbucks
Submitted by:
Submitted to:

Table of Contents
Executive Summary…………………………………………………………………..
Situational Analysis………………………………………………………………….. Cooperative Environment……………………………………………………. Competitive Environment……………………………………………………. Economic Environment……………………………………………………….. Social Environment…………………………………………………………… Political Environment/Legal Environment…………………………………….
Marketing Planning…………………………………………………………………… Marketing Objectives………………………………………………………….. Target Markets………………………………………………………………… Marketing Mix………………………………………………………………… Product………………………………………………………………. Promotion……………………………………………………………. Distribution……………………………………………………………
…show more content…
Suppliers would be another example of someone who would have a primary interest in a firm accomplishing its objectives. Starbucks currently uses a supplier diversity program by actively seeking diverse owned businesses to buy from (“Supplier Diversity,” 2014). All businesses in the United States or Canada, who are certified as "diverse" by a third-party company are eligible to apply for this program ("Supplier Diversity," 2014). This method gives Starbucks an excellent opportunity to have suppliers come to them rather than having to go search for suppliers themselves. They can then look at the options from the applicants and choose a supplier with the best price and quality while also giving back to minority-owned businesses. Overall, this is an excellent program that Starbucks should continue to use their K-cup suppliers.
Competitive Environment There are many competitors in the coffee industry today that also offer products for Keurig coffee machines in local grocery stores. Starbucks states, "Our primary competitors for coffee beverage sales are quick-service restaurants and specialty coffee shops” (Starbucks, 2014). Dunkin’ Donuts is one of the biggest coffee chain competitors that also use K-cups to branch out to more consumers. According to Dunkin’ Donuts’ annual financial statements for 2013, Dunkin’ Donuts has added over 790 stores worldwide, and their annual revenue has increased by 8.5 percent (Dunkin Brands, 2014). Some of their highlights

More about Starbucks Marketing Plan

Get Access