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1、GROUP6STARBUCKSSTRATEGICMARKETINGPLANBoscherattoP
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5、WestSProperimplementationandexecutionofastrategicmarketingplanisessentialtothesuccessofanycompany.Acompanymayhaveanidealproduct,butwithoutproperpositioning,identificationofatargetmarket,andapropermarketingplanacompany
6、wouldnotbeabletosuccessfullymarketitsproductstoconsumers.Starbuckshasbeensuccessfullyabletoconvertanactivitycarriedoutathometoacommercialsuccessthroughproperimplementationandexecutionofitsstrategicintent.Thefirmhasbeenabletoconvinceconsumersthatitsstoresprovidemorethanjustcoffee,butrathera
7、richexperiencethattheyshouldindulgeinonarecurringbasis.Thecompanyhasbeenabletotranslatethisconsumer“experience”ofitsproductsintoahighlyprofitablebusiness.ThispaperwilldiscussthemarketingstrategybeingimplementedbyStarbucks,andwillevaluatethecompany’scurrentmarketingplan,includingpositioning
8、strategies,targetingstrategies,competitiveenvironment,andvariousotherfactorsthataffectitsmarketingstrategy.ThepaperwillfurtherattempttoproviderecommendationstoStarbucksonthecourseofactionitshouldpursetoremainviableandmaximizeprofitability-whetheritisthroughimprovementstoitsexistingmarketin
9、gstrategyorimplementationofanewstrategy.ThefirstStarbucksopenedin1971inSeattle’shistoricPikePlaceMarketandwasownedbyJerryBaldwin,ZevSiegel,andGordonBowker.Duringthefirstdecadeofitsexistence,thecompanysoldfreshroastedgourmetcoffeebeansandaccessoriesforbrewingandroasting.In1982,thefounderswe
10、rejoinedbyanentrepreneurnamedHowardShultzwhofunctionedasthefirm’sDirectorofRetailOperationsandMarketing(“FactsaboutStarbucksCoffeeCompany”).WhileonatriptoItaly,HowardShultzcameacrossItalian“coffeeculture”,1wherepatronsinthecaféwouldsitaroundthetablesandenjoythemselveswhiledrinkingcoffee.Th
11、ecafé’sappearedtofunctionasameetingplaceforItalians,wheretheywouldsocializeandspendtimeinleisure.Shultzbelievedthatthis“coffeeculture”couldbereplicatedinUnitedStates,andthattheincorporationofcoffeebarsinStarbucksstorescouldseedthecoffeeculturehere.Shultzideawa
