Marketing Plan I Starbucks

Marketing Plan Phase I: Starbucks

MKT/421

November 18, 2013

Pareesa Naveed

Marketing is an essential part of a business’ strategy for long-term success. Different business can have different views of what marketing means and how to create an effective marketing strategy specifically to meet the customer needs and the needs of the company. A marketing plan must have a defined goal and a vision on how to obtain that goal. The team is tasked to define a marketing plan to introduce Starbuck’s new Home Delivery and Catering Services. This marketing plan will provide an overview of the existing organization and describe the new services being considered. Additionally, the marketing plan will analyze the Strengths, Weaknesses, Opportunities, Threats, and Trends (SWOTT) of these new services. Finally, the plan will describe the research approach the team will use to develop the strategy and tactics to introduce the new Home Delivery and Catering Services.

Starbucks opened the first store in the Seattle, Washington Pike Place Market in 1971. Starbucks always wanted to be a different kind of company by celebrating the rich tradition of coffee and by providing a feeling of connection. Starbucks has more than 18,000 stores in 62 countries. The company is the premier roaster and retailer of specialty coffee in the world and strives to bring the company’s heritage and an exceptional experience to life, (Starbucks Corporation, 2013).

Starbucks is part of the community where the stores are located. Store employees maintain a serious commitment to provide customers with the best products and services in every store and the company strives to be the neighbor which each community can count on. Employees believe each store can provide a positive impact on the community by contributing to the local economies and providing jobs to local residents. Starbucks continues to provide to each community’s socio-economics by contributing to the communities and working to bring together other business partners, customers, and other community businesses.

Socially connecting to each customer to make sure he or she will feel a sense of belonging is part of the Starbucks commitment. Each store becomes a haven, a break from customer’s troubles, and a place to meet friends and enjoy what humanity can offer. The Starbucks mission statement is “to inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time.” Additionally, it “it has always been, and will always be, about quality.” Starbucks believes in partnerships because it is a passion not a job. “Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other