Marketing Plan: Starbucks Case Analysis
EROS 2013: International Conference on Business Knowledge for African Development
Posted: 4 Mar 2013
Date Written: March 3, 2013
Abstract
This paper attempts to investigate the Starbucks marketing plan in a case study during 2010-2011. The target market is examined toward obtaining a higher income in this company. This survey is conveyed based on both demographic and geographic aspects which each have some particular features. Within this case study, the SWOT analysis of Starbucks which include the strengths, weaknesses, opportunities and threats of Starbucks business are considered. In addition, the marketing strategy in view of Starbucks and environment mission statement are examined in this study. Besides, the marketing mix of Starbucks that encloses 4P (product, place, promotion and price) is analyzing in this case study. All things considered, as a quantitative case study, this paper analysis the performance of a Starbucks company taking a balanced point of view during a particular period of time.
Keywords: SWOT, Marketing plan, 4P, Performance, Starbucks
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