Essay About Marketing Strategies Of Starbucks Veronica Cruz And Starbucks Marketing Analysis

Starbucks Marketing Analysis
[pic 1] Marketing Strategies of Starbucks Veronica Cruz, Deborah Owo, Ariel Thomas, Brooke WhiteTexas A&M University-CommerceTable of ContentsExecutive Summary (Veronica Cruz)        Situation Analysis (Deborah Owo)        4Industry Sector Description        4SWOT Analysis        5Target Market Analysis (Ariel Thomas)        6Marketing Mix (Brooke White)        8Product Strategy (Product Mix)        8Pricing Strategy        8Distribution Plan        8Promotional Message        9Media Plan        9Promotion & Advertising Plan        9Positioning Strategy        10Competitive Analysis (Brooke White)        10Challenges / Contingency Plan (Deborah Owo)        11Internal and External Risks        11How Risks will be Avoided and Actions When Risks Occur        12Recommendations (Veronica Cruz)        12Growth Plan (Veronica Cruz)        12Conclusion        13References        14Appendix………………………………………………………………………………………17        Executive SummaryStarbucks is known throughout the world for its exceptional coffee products and are generally considered to have revolutionized the coffee business. Jerry Baldwin, Zev Siegal, and Gordon Bowker founded the first Starbucks store in Seattle’s Pike Place Market in 1971 (Starbucks, Inc., 2014). It began as a retailer of some of the world’s finest whole beans and ground coffee. The book Moby Dick inspired the name; “Starbuck” was the chief mate in the novel. In 1982 Howard Shultz (Starbucks’ chairman, president, and chief executive officer) joined the company. A year later he traveled to Italy where he was captivated by their coffee bars and affection for coffee. His vision was to bring the coffeehouse atmosphere to the United States. He successfully convinced the founding fathers to experiment the coffeehouse concept, which proved to be worthwhile. He left Starbucks to open his own coffeehouse however a short time later with the help of some investors he returned to purchase Starbucks.