Marketing Plan for Starbucks

The Business also supplies institutional accounts with coffee and coffee-making equipment. Starbucks also operates a national mail order program inside United States, as well as the Business participates in numerous joint ventures, for example the a single with PepsiCo to develop and market a coffee-based soft-drink beverage, Frappuccino, that is certainly a low-fat coffee beverage, and also the one with Dreyer's, which produces and markets a line of coffee ice creams.

Starbucks also exploited an opportunity to market far more merchandise to the Company's core coffee consumers. The Company's retail stores now sell many food goods ? cookies, doughnuts, muffins, and more. The beverage list has been expanded beyond coffee to include teas, organic milk, ginger ale, and soy-based drinks. The stores also stock for sale merchandise such as coffee-preparation equipment and supplies, seasonal products, and games. Some stores also permit clients to pay for and download recorded music (Holmes, Bennett, Carlisle, & Dawson, 2002).

Non-beverage goods accounted for approximately 16 percent of total revenues at Starbucks in 2004 (Starbucks Corporation, 2005). Specialty sales increased 19 percent in 2004 more than the level of 2003.

Starbucks also offers consumers in quite a few from the Company's North American and European retail coffee shops access to high-speed wireless Internet.

 

Starbucks coffees aren't during the necessity category. The selling of Starbucks prepared coffee solutions being a way of life product, however, allows clients to place a higher importance over a utility of Starbucks prepared coffees than they assign to a cup of coffee accessible at a vending machine or even a cup of coffee prepared at home or during the office. Like a lifestyle item plus a merchandise that shoppers perceive as attaching some degree of social prestige to themselves to be witnessed to take in the product, Starbucks prepared coffees are characterized by a relatively low level of cost elasticity of demand.

Starbucks conducts provide operations and roasting operations in Guatemala, Los Angeles, Portland, Oregon, and Federal Way, Washington. The business conducts retail sales operations in almost every city of any size in North America (which are located in all but eight states). Further, retail sales operations are currently located in Europe and Asia, with plans, as mentioned earlier, for significant increases inside variety of retail websites in each global regions.

The business owns 139 from the 201 coffee houses operating at the close of fiscal year 2001. The remaining 62 coffee houses have been franchise operations.

Starbucks is an American business that provides it core merchandise - coffee - prepared numerous ways. Most coffee offerings are espresso-based. The Company's product, however, are over just coffee (or any other beverage). Starbucks is a cultural icon that purports to sell coffee primarily, but some observers feel that coffee is merely a stalking horse and that after the stalking horse is the marketing of the cultural phenomenon (Jung, 2002). Jung (2002) contends how the company is promotion the "Starbucks experience" (p. 1). The "Starbucks experience" is really a surrogate living room where consumers the business attempts to instill what Starbucks executives refer to like a "club mentality" (Jung, 2002, p. 1).

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