Example Of Marketing Plan Description On Starbucks Course Work


Starbucks Corporation is a coffee company that is operational worldwide; the company is headquartered at Seattle, Washington, United States. Apparently, Starbucks is the largest coffee company in the world operational in 62 countries with a total of 20,891 stores. The countries that this company has established profound base include United States, Japan, Canada, China and United Kingdom (Fellner, 2013). In United States, the company holds more than 30 % of the coffee market share. The company was established in 1971, and it has since grown to be a very big company, the company initially began as a retail shop selling dark roast coffee and then developed to become a big company particularly after 1987 (Pahl, 2008).


Though the company is popular for selling coffee, the company offers its customers other types of cold and hot beverages, sandwiches, pastries and many other snacks. The introduction of other products that go hand in hand with the coffee products being offered has expanded the company’s product portfolio. In 2008, for example, the company introduced a “skinny” line of drinks that has low calorie content and contains no sugar content, this product uses skim milk to bring a natural sweetness. In the year 2009, the company revised its menu and introduced new products that include salads and baked goods with no fructose content. The company launched these products with the intention of attracting cost conscious and health ardent customers. Subsequent to the launch of salads and fructose free baked goods, the company in March 2009 went ahead and launched VIA “Ready Brew”. Subsequently, the company launched new product lines. Products that were lunched subsequent to 2009 include, beer and wines, large cup sized Trenta, Verismo among many other products (Fellner, 2013)

Additionally, through acquisitions, the company has been able to launch new product lines. For instance, the acquisition of Tazo Tea provided the company with a framework under which it launched products that include tea stores. As a way of meeting its customer needs, the company is consistently pushing its employees to provide the best of quality service to its customers as a way of embracing quality and exceptional service to the customers. To ascertain that the company values its customers, the company can remake coffee for its customers if the customer feels he or she has not been served at the best. By embracing such strategies, the company will always ensure that its customers get the best of quality products and definitely come back for more every time they think of the quality service and products offered by Starbucks.

Mission Statement/Vision statement

At the launch of this company, the mission statement was “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.” (Bussing-Burks, 2009). With time the mission statement of the company was modified to suite the current status and stance of the company, the current mission statement of the company is “To inspire and nurture the human spirit – One person, One cup, and One Neighbourhood at a time.” With this as the working principle of the company, the employees are in a position to attach themselves with it in working towards accomplishing the objectives of the company. The above mentioned mission statement comprehensively covers the desires of its partners, stores, neighbourhood and shareholders. Ensuing the fact that this company aspires to be at par come the future, the vision of the company is to increase its sale and expand its operations across many other countries and regions of the world.

Marketing Objectives

The main objective of Starbucks is to create a conducive place where people can gather and interact between work and home (Fellner, 2013). In a bid to make the products offered by the company known to its target customers, the company has the intention of telling the company’s story by essentially incorporating the use of diverse marketing campaigns, this includes social media advertisements, in store campaigns and print campaigns.
Internal Environment


Bussing-Burks, M. (2009). Starbucks. Santa Barbara, Calif: Greenwood Press.
Fellner, K. (2013). Wrestling with Starbucks: Conscience, capital, cappuccino. New
Brunswick, NJ: Rutgers University Press.
Pahl, N. (2008). The idea behind the Starbucks experience: The main elements of Starbucks’
strategic diamond. Munchen: GRIN Verlag.

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