Starbucks Marketing Strategy

The purpose of this marketing plan is to introduce a new product to Starbucks Coffee, which will lead to a new clientele without loosing the existing one, therefore, increasing their profits. The new product to be introduced will be Teeccino Coffee, which is an herbal coffee that I many already adore. If you're a coffee aficionado then you probably won't like it, however, the purpose of this product is to attract non coffee drinkers to Starbucks. This product has its own unique taste that is considered by its lovers as warm, comforting, and satisfying as coffee without the caffeine. And this product is brewed in a coffee maker just like the "real" thing.

Mission Statement

Starbucks Coffee is deeply caring for its customers and it is our mission to connect with, laugh with and uplift their lives. We want to inspire and nurture the human spirit – one person, one cup of coffee, one cup of tea and one neighborhood at a time. The world is looking to Starbucks to set the new standard, because our product has always been, and will always be, about quality and yet again we will lead. Starbucks is committed to a role of environmental leadership in all facets of our business and also committed to our partners. We call our employees partners because it's not just a job, it's our passion.

Situational Analysis

Company

Starbucks was established in 1971 in Seattle' Pike Place Market. In 1983 Howard Shultz (Director of Retail Operation) travelled to Italy to bring the famous Italian Espresso to the United States. Starbucks is a global corporation with more than 16,706 stores as of December 27, 2009 in fifty countries with operations in almost thirty countries, such as the United States, Australia, Germany, United Kingdom, and Qatar, to name a few (Starbucks Corporation). Starbucks purchases high quality whole bean coffee and sells them. Starbucks sells a big variety of cold and hot drinks that are ready to drink. Starbucks provides a variety of complimentary food. Also Starbucks has been providing a selection with premium teas.

Current Product

Starbucks offers a variety of products. Starbucks offers the finest coffee in the world.

• More than 30 blends and single-origin premium Arabica coffees (Starbucks Corporation)

• Coffee and non coffee blended beverages

• Espresso beverages hot and cold

• Tazo Tea and Ethos Water

• Fresh food including fresh sandwiches, yogurt, oatmeal, and fruit cups

• Consumer Products that include Starbucks ready coffee bottle, coffee brewer and grinders, coffee mugs and

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