The marketing plan outlines a strategy for success, and breaks it down into comprehensible, actionable components that will enable Starbucks Coffee Company to implement marketing activities to provide a solid return on investment. This plan is designed for Starbucks’s CEO to get a handle on the external and internal factors that will influence the company’s success in the US and the international market. The following topics will help define how the company plans to differentiate the business and product offering from the competition, and describe the strategy that will drive its business forward.
Opening a franchise company has its joys and perils. While the built-in brand recognition is a big plus for a start-up, that brand has not reached the level of some of the largest fast food chains. The franchise brand may not provide the level of support expected from a larger franchise chain. With that said, the combined management experience, and synergy between the goals of the franchisor and the company’s goals will lead to the long-term success of our franchise
Starbucks involves in the purchasing, roasting, and selling of whole bean coffees worldwide along with brewed coffees, Italian style espresso beverages, cold blended beverages, a variety of pastries and confections, various complementary food items, and a selection of premium teas, as well as coffee-related accessories and equipment, through its retail stores. In addition, Starbucks produces and sells instant coffee, , bottled beverages, espresso drinks, chilled cup coffees, and ice creams. The company also markets books, music, and film through its entertainment division. Its brand portfolio includes Starbucks, Via, Seattle’s Best Coffee, Starbucks Entertainment, Starbucks Hear Music, Ethos water, Tazo, Starbucks DoubleShot, Frappuccino, Starbucks super-premium Tazo Tea, Starbucks Discoveries, and Starbucks super-premium.