Starbucks Corporation - Elements of a Marketing Plan Report

Elements of a Marketing Plan Report

Chris Richardson

MKT/421

June 20, 2016

Mark MC Clintock

Marketing Plan

Starbucks Corporation's new services recently announced to the public received a warm welcome. Catering and home delivery services selected by this organization in addition to services already provided by Starbucks to customers received nice reviews. Working on how best to get others in the community to begin using the services is part of phase two of this marketing plan. According to smallbusiness.chron by Fraser Sherman, Demand Media, “Market segmentation breaks customers down into categories based on income, age, race, lifestyles, location, and other factors to craft marketing strategies tailored to each segment.” There are different, sufficient techniques to run an operation smoothly. One key step is to understand the customer base. That is simply gathering the information on the consumers who may be in a particular area of where the business will be. The market is to target individuals who share special preferences through advertising and campaigning. The selected locations of Starbucks stores take careful consideration and planning also. The focus is primarily on selling delicious coffee and pastries while providing remarkable service. The corporation has to stay on top of their goals and constantly create new strategies aiming to fulfill the needs of each customer. It is very important to carry out each step of is process thoroughly because each plays a critical role in the success of the overall concept. Lacking just one would make the purpose obsolete. Leaving out any of the key points will indeed be very damaging. The company has been known as the number one coffee selling business. Starbucks has been very successful selling an upper scale brand bringing delight to many who enjoy it. 

           Starbucks has a good target audience ranging from children to adults. This gives Starbucks a great base to issue a new product and service to. The majority of their target market is composed of adults 25-40 years old, (Chron, 2013). The rest of the market consists of young adults 18-24 years old, then teens and children. Most of these groups are also comprised of high income families that hold professional jobs; this would also help in marketing to the business catering service. These consumers would love the home delivery services because they would be able to order this when they get up in the morning and have their favorite beverage and pastry delivered before they leave for work or school saving them time in the morning.

         With the already established target market, Starbucks will adjust the marketing to target the new home delivery service that saves consumers time juggling busy professional lives, along with the new catering services so Starbucks will be at the next office party. The teen market would free up some time before school with the home delivery and also have the option to have Starbucks catering service for the next birthday party. The target audience that has led Starbucks to the top will take full advantage of the new services pushing the Starbucks brand farther ahead of the competition in the industry.