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Starbucks External Customer Analysis

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Marketing Plan Assignment 2:
Goals & Objectives, Customer Analysis, and Target Market & Positioning
Nan Zhang, Thai Tran, Hollyann Joyner I. Marketing Goals and Objectives A. Have largest market share in US coffee Industry * Objective 1: opening 3000+ net new stores in America by 2017
Starbucks will open more than 3000 stores in 48 states in US depends on population density. High population area like New York and Washington should open more than other states. And US is the largest market for Starbucks, and it’s brand name is well known, open more stores, and have an intensive distribution, so when consumer thirsty or tired, they can find a Starbucks next to them.

* Objective 2: US market revenue grow by 12% in 2014.
At least half of the new stores are expected to be in the strong, rapidly growing U.S. market, and in 2012, the new store revenue grew by 9 percent. Starbucks should focus on their loyalty program and advertising activities, so people could always see it in TV or internet. So sale will increase gradually. So Starbucks expect higher revenue 12 percent in 2014 is reasonable and possible.

B. China on track become second-largest market in 2014 * Objective 1:opening 1000 new stores in different provinces of China by 2016 China had an 8 percent growth in 2013, almost the same as America, Starbucks has a really good brand name, currently there are more than 3,000 stores in China, and they all located in major big cities, so Starbucks should open more in second or third major cities in different provinces to make sure people could find it around. China is one of the fastest growing countries for the Company. In the first fiscal quarter of 2013 the China segment alone achieved sales of $214.3 Million, so it’s really important to open more stores in China. * Objective 2: focus on tea and juice products to...

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