Differentiation as the key to success. A marketing plan for Starbucks

Term Paper (Advanced seminar) , 2015 , 49 Pages , Grade: 1,3

Business economics - Offline Marketing and Online Marketing

The present paper develops a marketing plan for Starbucks. The author begins this task by performing a marketing analysis including a Porters Five Forces-analysis of the retail coffee and snacks industry. He then proceeds with an external and internal analysis, examining competitors and social, economic and environmental trends as well as the companies own resources and current position.

Following a SWOT-Analysis, different aspects of strategic and operational marketing are highlighted, among them the product itself, price, place, promotion, targeting and segmentation. Finally, implementation and control of the strategy are discussed and a conclusion is drawn.

Contents

1. Executive Summary

2. Marketing Analysis
2.1. Starbucks Market Profile
2.2. Industry Overview and Analysis
2.3. Porters Five Forces Analysis of the Retail Coffee and Snacks Industry

3. External Analysis
3.1 Competitive analysis
3.2. Economic Trends
3.3. Environmental Trends
3.4. Social Trends
3.5. Legal and political factors
3.6. Technological factors

4. Internal Analysis
4.1 Audit Company’s Resources
4.2. Historical behavior over the past five years
4.3. Current position against competition
4.4. Market position in relation with last year’s objectives

5. SWOT-Analysis

6. Mission, Vision & Objectives

7. Strategic Marketing
7.1. Marketing Strategy
7.2. Segmentation
7.3. Targeting
7.4. Positioning

8. Operational Marketing
8.1. Product
8.2. Price
8.3. Place
8.4. Promotion
8.5. Strategy for specific product
8.6. Strategy for a specific market

9. Implementation & Control
9.1. Short-term level
9.2. Profitability control
9.3. Strategic control
9.4. Effectiveness

10. Conclusion

List of literature

• College: University of King Juan Carlos
• Grade: 1,3
• Author: Katharina Reinhard (Author)
• Publication Year: 2015
• Pages: 49
• Catalog Number: V317847
• ISBN (eBook): 9783668176720
• ISBN (Book): 9783668176737
• Language: English
• Tags: Starbucks, CSR, Marketing, Marketing Management, Marketing Plan, Strategic Marketing, Marketing analysis