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Starbucks Marketing Plan

In: Business and Management

Submitted By tiaraooi
Words 3426
Pages 14
Executive Summary

In this report, there will be a few aspects that will be elaborated in detail in conjunction with the company that I have chosen which is the Starbucks company. We will study the environmental analysis of Starbucks Company as well as the customer and competitor analysis. On top of that, we will also analyze the company’s industry analysis which includes the Porter Five Forces, PESTLE analysis and SWOT analysis to study the company’s position in the industry. Furthermore, this report will discuss the marketing objectives and marketing strategies of Starbucks Company and how the company uses the marketing plan to promote the company’s new product in order to grow their business. In the last part of this report, the company’s budgeting will be shown and the evaluation of control and mechanism will be clearly explained.

Objectives
The company’s objective is to establish Starbucks as the most recognized and respected brand in the world by providing and offering the best quality of coffee to a wide range of customers (Fellner, 2008).

Mission
The company’s mission is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Starbucks also wants to establish their brand as the premier and the finest coffee in the world while maintaining their uncompromising principles as they expand. On top of that, the company is passionate about ethically sourcing the finest coffee beans to improve the lives of people who grow them (Starbucks Coffee Company, 2013).

Environment Analysis
Company Analysis

Starbucks Coffee is the largest coffeehouse company in the world as of today and was first founded in Seattle, Washington by Jerry Baldwin, Gordon Bowker and Zev Siegl on 30th March1971. Their headquarters is located in Seattle, Washington and is an American global coffee company which have expanded their business

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