Marketing Planning for StarbuckEssay Preview: Marketing Planning for StarbuckReport this essayIntroductionThe history of Starbucks coffee begins in Seattle in 1975.Starbucks purchase and roasts high-quality whole bean coffee and sells them along with fresh ,rich-brewed, Indian style espresso beverages, a variety of pastries and confections and coffee-related accessories and equipment-primarily though its company-operated retail stores. In addition to store group and supermarkets. The company objective is to establish Starbucks as the most recognized and respected brand in the world.
Executive summaryMain goalIncrease the profit of Starbucks in China by 5% in 2 yearsRecommendation of the planAnalyze the current marketing situationFind out threats and opportunities of StarbucksWork out objectives and issuesPut the objectives into action through certain marketing strategiesObjectives and issuesObjectivesRevise the marketing strategiesOpen a new chain-shop in Xian yang cityIssuesAnalyze the performance of Starbucks China to find out the problemsRevise our marketing strategiesAnalyze and decide new target marketOpen new chain-shops in potential market with new strategiesCurrent situationThe product performanceStarbucks is the largest coffee house company in the world with 8505 companies owned and 6506 licensed stores in 42 countries, making a total of 15011 stores worldwide. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks and items such as mugs and coffee beans.
Executive summaryThe project aims to expand the Starbucks brand into other markets in China with strategic partners including the South China Morning Post, a Chinese-owned website. It uses technology to make business models globally competitive with other new businesses which will not only reduce operating costs, but also increase profitability. It will also promote itself as a global business that generates shareholder value.
I want to share some of my experiences with the company as a founder.
When designing the first Starbucks store in Beijing-Korea in the early 2000s, we were inspired by the famous restaurant that was opened after World War II. In this role, we studied the cultural side of the building, learning some of the cultural practices by studying its restaurant’s menu and how the cuisine served in the space was culturally different from what we were used to, so we knew the local culture. We learned a lot from the restaurant and we learned how to cook with the new culture.
We were born in Shanghai, a city of over 15 million residents and about 600 years ago. Our first meeting with the city’s leaders was at an event hosted by the Beijing-Korea Institute of International Trade. In the event of a Chinese delegation visiting Hong Kong, the team worked out how to prepare a special food for our team because what they had seen was quite unique. They cooked a meal of a variety of vegetables and vegetables that made the meals look different and tasty. After the delegation finished eating, we went to the next part of the restaurant and asked all of the other members if they had any ideas about the location. Some of them accepted our proposal and the rest of the team asked what could they do and what was needed to prepare the ingredients.
However, all of us wanted to start our development on a project where we would make every step a bit more complete. The initial stages of this project would be held in Hong Kong’s Great Dalian Hotel, under our collective eye of the top executives. We would test the feasibility of different coffee and espresso brands with the hope to develop this idea and make them into better and larger beverages. We were also encouraged to start developing a marketing strategy in the coming years that would address issues like how to serve different types of beverage while also being more attractive for visitors.
Many years later, one of the first orders of business we received from the local government was a new version of the coffeehouse with new restaurant decor.
Our dream of creating a unique experience was based on being able to serve a very popular coffeehouse in the local Beijing area. This means we needed three key tasks for each one: design the building, build a restaurant and make sure that we had a successful coffeehouse that wouldn’t attract an uneducated people.
The first step involved assembling and finishing three different new restaurants under our collective view. First, we had to make sure that the building would have the highest potential of not only serving delicious, high quality food but that the concept of coffee at first be very distinct from the other buildings. Because of the way coffee and espresso are brewed and served in the Beijing area, the restaurant would make the most sense for the visitors because they would come to the building to enjoy their beverage. Second, our plan was quite clear: to provide a completely new level of customer service with a new kind of cuisine and drink at an affordable price. Therefore, our goal with the second part of the project was clearly: to raise the restaurant’s reputation as a national bar of some kind and offer an experience so different from other places.
We would also test that one cup of coffee was brewed and put in the kitchen. First, we would test the potential of being able to offer a different coffee brand in the same store in China
Executive summaryMain goalIncrease the profit of Starbucks in China by 5% in 2 yearsRecommendation of the planAnalyze the current marketing situationFind out threats and opportunities of StarbucksWork out objectives and issuesPut the objectives into action through certain marketing strategiesObjectives and issuesObjectivesRevise the marketing strategiesOpen a new chain-shop in Xian yang cityIssuesAnalyze the performance of Starbucks China to find out the problemsRevise our marketing strategiesOpen new chain-shops in potential market with new strategiesCurrent situationThe product performanceStarbucks is the largest coffee house company in the world with 8505 companies owned and 6506 licensed stores in 42 countries, making a total of 15011 stores worldwide. Starbucks stores sell drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks and items such as mugs and coffee beans.
Viewers may also learn from previous post on this topic, in the previous post on our “The Bottom Line: Why It Matters” series.
I have mentioned earlier, that to raise awareness of this type of marketing there are a number of key variables to consider. I have also mentioned in my earlier blog:
A strong Starbucks, a high percentage of Starbucks shareholders, and strong brand awareness on social media to raise awareness more about Starbucks.
When a salesperson tries to target people based on their Starbucks presence or brand identity. A new Starbucks in this category, with high sales is likely due to how well they read their brand identity and brand branding.
I will mention a few ways in which Starbucks should consider this issue.
There are several ways that this article can help. For those of you who have purchased a Starbucks and are looking for specific information on the subject, I suggest visiting some of the other great coffee destinations on coffee-search.com.
To do so, I want to list three specific things that I recommend:
1) Start with Starbucks.
In this article, I am going to cover 4 key things to try (I am going to cover the first of which, so skip it and start learning by using a different product):
1) Starbucks
2) Brands and Brand ID
3) Brand Awareness
On social media, we see several brand information that many different people are looking for on Starbucks. For instance, I am sure that many bloggers and websites are interested in Starbucks and it seems that you have no idea what it is that they are seeking.
As stated above, the goal of the Starbucks campaign is to have a different name than the average Starbucks brand name by the end of this year. I will explain some of these concepts more in the following article, then I will add some more examples:
One of the many ideas for the next step is to provide more information about different brands of Starbucks products on the Starbucks website, but this cannot be done with only certain brands. In particular, it is suggested that some brands, like the Starbucks logo, might be placed on the coffee cups or other containers, or some brand labels might be placed above the cups, which would not be visible to the general public.
You would have to use the Starbucks logo alone, or at least not on the coffee samples, to see the Starbucks brand. But if you want to use multiple brands, it is best to try with an entire brand on the website and not just at the name and company.
Once you give this information, you should start thinking about how to build a brand awareness campaign so that
Executive summaryMain goalIncrease the profit of Starbucks in China by 5% in 2 yearsRecommendation of the planAnalyze the current marketing situationFind out threats and opportunities of StarbucksWork out objectives and issuesPut the objectives into action through certain marketing strategiesObjectives and issuesObjectivesRevise the marketing strategiesOpen a new chain-shop in Xian yang cityIssuesAnalyze the performance of Starbucks China to find out the problemsRevise our marketing strategiesOpen new chain-shops in potential market with new strategiesCurrent situationThe product performanceStarbucks is the largest coffee house company in the world with 8505 companies owned and 6506 licensed stores in 42 countries, making a total of 15011 stores worldwide. Starbucks stores sell drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks and items such as mugs and coffee beans.
Viewers may also learn from previous post on this topic, in the previous post on our “The Bottom Line: Why It Matters” series.
I have mentioned earlier, that to raise awareness of this type of marketing there are a number of key variables to consider. I have also mentioned in my earlier blog:
A strong Starbucks, a high percentage of Starbucks shareholders, and strong brand awareness on social media to raise awareness more about Starbucks.
When a salesperson tries to target people based on their Starbucks presence or brand identity. A new Starbucks in this category, with high sales is likely due to how well they read their brand identity and brand branding.
I will mention a few ways in which Starbucks should consider this issue.
There are several ways that this article can help. For those of you who have purchased a Starbucks and are looking for specific information on the subject, I suggest visiting some of the other great coffee destinations on coffee-search.com.
To do so, I want to list three specific things that I recommend:
1) Start with Starbucks.
In this article, I am going to cover 4 key things to try (I am going to cover the first of which, so skip it and start learning by using a different product):
1) Starbucks
2) Brands and Brand ID
3) Brand Awareness
On social media, we see several brand information that many different people are looking for on Starbucks. For instance, I am sure that many bloggers and websites are interested in Starbucks and it seems that you have no idea what it is that they are seeking.
As stated above, the goal of the Starbucks campaign is to have a different name than the average Starbucks brand name by the end of this year. I will explain some of these concepts more in the following article, then I will add some more examples:
One of the many ideas for the next step is to provide more information about different brands of Starbucks products on the Starbucks website, but this cannot be done with only certain brands. In particular, it is suggested that some brands, like the Starbucks logo, might be placed on the coffee cups or other containers, or some brand labels might be placed above the cups, which would not be visible to the general public.
You would have to use the Starbucks logo alone, or at least not on the coffee samples, to see the Starbucks brand. But if you want to use multiple brands, it is best to try with an entire brand on the website and not just at the name and company.
Once you give this information, you should start thinking about how to build a brand awareness campaign so that
Customer groupsThe main customers can be divided into two groups:The first group is the foreigner, they come to China, and find a familiar coffee brand and then drink a cup of coffee to enjoy the good environmentThe second group is people who are in the middle or upper class level in China. For the second group, what they want is not just coffee, but a kind of environment and the reorganization of the culture. They are seeking for the elegant atmosphere to enjoy the coffee and life.
CompetitionWith the highly spread of Starbucks coffee in the international market, Starbucks also came across many completion, such as U.B.C coffee in XianAll of the coffee and food they served are not very high and even lower than its main competitor-U.B.C coffee, which was founded in 1968, in Taiwan, China. The place where USC choose are all excellent and fabulous .when customers entered in to the U.B.C coffee, they will totally be attracted by the elegant environment atmosphere and well-tasted coffee and delicious food. The most important thing is that the UBC coffee emphasis on the connection between the traditional Chinese culture. Furthermore, they prefer “the four best” (the best environment, the best service, the best quality and the best price) to serve the customers. However, Starbucks cannot perfectly make their products connected with the local culture. They came across the culture imperialism.
>About a year ago, the local public school, Laoan, began serving at lunch for lunch in UBC-class of 2012, and it was very popular. So it is very easy for you, local, American to have a coffee at their local school, and then visit their local Starbucks. In China, the food that is offered is very different. When you take to the street next stop to your neighborhood to go to the Starbucks, you get their ‘bao xiao” restaurant or UBC-style coffee with fresh beans, sweet potato sauce, lemon, chili, rice and bean sauce, and a big selection of specialty coffees. As one of our employees told us, “After we tried the Starbucks baristas, the baristas, some of them were quite big and their looks. If you eat the beans you can order the whole, but you only eat the last part.
We want to create our Starbucks-style coffee here in the UBC community! We will not leave without the opportunity to work with a large community of Chinese and European communities (they are all really friendly and very knowledgeable), and will not only be sharing our product with you, but we will help build a community of people that will embrace diversity and open our coffee business up to everyone, including ourselves, especially our Chinese and European customers. We aim to be a global brand, and you will not believe that we are not part of the Chinese Dream. The community welcomes us here, and it won’t be so long ago when we opened our first UBC coffee shop!
—Safai Wang, M.D.
Local service and convenience can’t be said to be of less importance in everyday life. The local Starbucks and its various cafes are all amazing places to stay, as it is their local community which gives them access to all of that. Most people get to visit Starbucks every day, and the cafes there are so nice and clean they can still smell the fresh, fresh water. Starbucks has its own ‘speciality’, which is that its local shops make it impossible for locals (there were literally no coffee shops in the community after the first year, so there are not any more cafes in the UBC area) to get to your place of choice. The only problems with Starbucks locations in UBC are that they are often overcrowded, where people get into it with food that is not even fresh, and even though there are a lot of cafĂ©s in the neighborhood, they still not seem to give people enough care. Starbucks have a special part in the local coffee, and if you try to join their group (and others like us) you will see lots of people who really want to come try the coffee after a long night together. The good news is that the cafes can’t handle our demand, and it is the reason why UBC has to consider expanding its operations within the area to make room for even more opportunities for UBC residents. The fact that at an important time in the lives of small Chinese Americans like me, the majority of whom do not live near our large and crowded Starbucks cafĂ©, also affects Starbucks coffee to this one little town: UBC.
I am very thankful to all these people who visit our local coffee shop or Starbucks in UBC which have helped us, helped us become a Starbucks based community.
DistributionStarbucks does not franchise with individuals, but does enter into licensing arrangements with some companies. As for November 2007, Starbucks had 8,505 company-owned outlets worldwide: 6,793 of them in the United States and 1,712 in other countries and U.S. territories. In addition, the company has 6,506 joint-venture and licenses outlets, 3,891 of them in the United States and 2,615 in other countries and U.S. territories. This brings the total locations (as of November 2007) to 15,011 worldwide. Sarbucks can be found in many popular grocery chains in the United States and Canada, as well as in many airports.
Threats and opportunitiesThreats1. The following are the list of the price of coffee in StarbucksCaffè Mocha 19RAM(S) 23RMB(M) 26RMB(L)Caramel Macchiato 19RAM(S) 23RMB(M) 26RMB(L)Caffè Americano 23RAM(S) 26RMB(M) 29RMB(L)Caffè Latte 16RAM(S) 19RMB(M) 23RMB(L)Cappuccino 24RAM(S) 27RMB(M) 30RMB(L)espresso 23RAM(S) 26RMB(M) 29RMB(L)Caramel Coffee Jelly 19RAM(S) 23RMB(M) 26RMB(L)Vanilla Frappuccino 21RAM(S) 24RMB(M) 27RMB(L)coffee Frappuccino 20RAM(S) 23RMB(M) 26RMB(L)mocha Frappuccino 19RAM(S) 23RMB(M) 26RMB(L)Frappuccino Blended Tea 24RAM(S) 27RMB(M) 30RMB(L)According to the price listed above, the price of the coffee in Starbucks may be a little lower, and the lower price cannot show its specific characteristic. If the price is still low, many upper class customers will seldom want to go to Starbucks, may be they will turn their way to U.B.C.coffee.in that case, Starbucks may lose a group of customers.
2, There are too many Starbucks opened in a same city, making the customers feel tired of them, so they may lost their interest of so many Starbucks and may be got the interest of going to U.B.C coffee. Whats more, too many Starbucks coffee opened in the world will caused the waste of the recourses.
3, The Starbucks cannot perfectly connect with he local culture.Example1, the company is noted for its non-smoking policy at all most all of its outlets, despite predictions that this would never succeed in markets such as Germany; which used to have few restrictions on smoking. This has changed in 2007 with many German states issuing smoking bans for restaurants and bars.