Bus 319 Course Project New espresso for Starbucks Corporation

devry university

BUSN 319 Marketing Plan

New espresso for Starbucks Corporation

Table of Contents

Page

1. Background 2

Company Description 2

Product 2

1. Situation Analysis 3

SWOT Analysis 3-4

Competitor Analysis 5

Company Analysis 5

Customer Analysis 5

1. Market-Product Focus 6

Marketing and Product Objectives 6

Market-Product Grid 6

Target Markets 6

1. Marketing Program 7

Product Strategy 7

Price Strategy 7

Promotion Strategy 8

Place Strategy 9

1. Implementation Plan 10

2. Evaluation and Control 10

Possible Deviations 10

Possible Solutions 10

1. Bibliography

Company Description

Starbucks Corporation is one of the largest coffee companies that offer a variety of coffees, teas, and pastries. Starbucks began in 1971 with...