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 Description

Starbucks Corporation is one of the largest coffee companies that offer a variety of coffees, teas, and pastries. Starbucks began in 1971 with its first store in Seattle’s historic Pike Place Market. Now with over 16,000 stores worldwide, it’s one of the top competitors in the coffee industry. This company also has partnership through a specialty sales group and supermarkets. Starbucks Corporation’s main objective is to establish itself as the most recognized and respected brand in the world.

Starbucks has attempted to make itself a household name by making its products available in more than just their stores. Starbucks can be found in local grocery stores such as Kroger. In certain Kroger stores, shoppers can purchase a cup of their favorite beverage or buy a bag of their favorite flavor of Starbucks coffee. The company has also made their products available online.
Product
The product that would be marketed for Starbucks is a new Strawberry and White Chocolate Espresso. This would be a special-order drink that the customer can have made any way they would like. The Strawberry and White Chocolate Espresso can be served