MARKETING PLAN for STARBUCKS星巴克的营销策划.docVIP

Marketing Plan for Starbucks Executive summary Starbucks is one of the fastest growing coffee stores in the world now. It has built its market position with a linkage to customers by providing a place for them beside work and home, where people could relax and enjoy themselves. However, providing excellent customer service is not an easy task. I will briefly summarize problems that Starbucks facing and suggest what action should be taken to keep it in continuing improving customer’s satisfaction and strengthen its market position. Consequently, from the product periodic theory, starbucks are mature. The following is a vote for the reason of customers to choose Starbucks: Sorry, I dont like Starbucks at all.………………………………………………4% No like or not, I feel indifferent to Starbucks.…………………………………4% What is Starbucks?………………………………………………………………1% I just like Starbucks, but don’t know why.………………………………………1% I like Starbucks because of its tasty coffee.……………………………………12% I like the easy atmosphere in Starbucks.………………………………………34% I like the culture and the value of Starbucks…………………………………23% I like reading and surfing the Internet while drinking the coffee.……………13% I go to Starbucks because the most of my friends like there.……………………5% Current marketing situation Company Starbucks company is the largest coffee chain store in the United States. In a short span of twenty years, it has created a very valuable brand in the world. The core business of Starbucks is selling high quality and various types of coffee drinks, and it also has tow brands of bottle selling coffee drinks, Frappuccino and Starbucks double shot. A research shows that the revenue of Starbucks is growing by 20% per year and it is opening 3 stores per day over the world approximately. Starbucks has achieved a net increase in revenue of 2.4 billion dollars and it has expanded the business with opening 668 stores located in the different countries. Starbucks is successfully managing its operation through franchising in orde