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Starbucks - Marketing Plan

Starbucks: Marketing Plan

A Market Analysis

Mission Statement and Objectives:

Starbucks advertises two essential mission statements. First and foremost, it strives to “establish [ourselves] as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while [we] grow(s).” (Starbucks) Reflective of its mission, Starbucks bases its strategic campaign and communications on six indispensable philosophies; structuring a pleasant work environment in which employees are treated with “respect and dignity,” incorporating diversity in all business aspects, purchasing, roasting and delivering fresh coffee, retaining satisfied customers, giving back to the community and environment, and developing profitability as it is pivotal to the company’s success (Starbucks).
The company’s second mission statement reinforces one of its first objectives: “Starbucks is committed to a role of environmental leadership in all facets of [its] business.” (Starbucks) To abide by this philosophy, Starbucks researches current events and environmental issues, implements new solutions to stimulate change, purchases and sells environmentally friendly products, “instills environmental responsibility as a corporate value,” and analyzes progress of environmental projects (Starbucks).

Current Marketing Situation:
According to bellwetherreport.com, Starbucks is “the world’s number one specialty coffee retailer.” It further reports that the corporation has maintained this title for the past decade and has more than 13,000 coffee shops in over 35 countries. Approximately 5,500 shops are globally licensed and franchised, while about 7,500 of its locations are owned by the company directly in ten countries (bellwetherreport.com). In addition to its numerous franchises and licensed locations, consumers can also find Starbucks in grocery stores, other food and beverage distributors, shopping centers, airports, bookstores, hotels, airports and other...