Starbucks Noche Marketing Plan

Starbucks Noche Marketing Plan: Phase I

Starbucks with a narrow storefront store at Seattle's historic Pike Place Market opened the first store in 1971 offering some of the world's finest fresh – roasted whole bean coffees. The romance of the high seas and the seafaring tradition of the early coffee traders evoke the name, inspired by Moby Dick. In 1981, Howard Schultz (Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store and a year later, in 1983, Howard traveled to Italy and became captivated with Italian coffee bars and the romance of the coffee experience.

Schultz vision to bring the Italian coffeehouse tradition back to the United States; was interrupted when He left Starbucks for a short period of time to start his own Il Giornale coffeehouses. He returned in August 1987 to purchase Starbucks with some local investors. Starbucks Mission is "To inspire and nurture the human spirit one person, one cup of coffee and one community at a time" and the principles governing the fulfillment of there are the clients, the stores, the community and their partners (employees).

Starbucks Company has dominant brand specialty coffees stores and drinks in North America and also in foreign countries. Today Starbucks has representation in 62 countries with more than 18,000 stores; becoming the premier roaster and retailer of specialty coffee in the world. On 2004 fiscal year, Starbucks pledge to open approximately 1,300 new stores across the world and is hoping to increases sales revenue and sale from 3 to 7 percent. The guiding theme of Starbucks' social responsibility strategy was "Giving back to our communities is the way we do business."

Like some of the Important companies; Some Starbucks's issues that confront the management team are question like; what new products and new experiences could Starbucks provide that would uniquely belong to or be associated with Starbucks? Therefore, management would come up with strategies of new products and different flavor for coffee to attract new customers.

The new service is Starbucks Noche is a new Starbucks concept of Night Life in our stores. This new services consists of adding wines and different types of fine alcohol beverages to our excellent menu of gourmet coffees and chocolate. This service will be available during the hours of 8:00 to 12:00 midnight Thursday to Saturdays during the experimental phase of the concept. During the hours of operations of Starbucks Noche we will have Latin music for all age and different types of appetizers for our clients. Starbucks Noche is an adult environment for after work relaxation and a nice place to share with friends and love ones.

Starbucks Noche is a well design concept to provide adults with some relax time free off the daily stress. Starbucks Noche will be equipment with a bar area and lounge