Marketing Plan for Bubble Tea in Canterbury

Introduction to Marketing
RUNNING HEAD: Marketing 0

Marketing 1
Executive summary
The marketing is all about the action of promoting and selling goods or services. This report
includes the marketing plan for Starbucks. The company has planned to launch Bubble tea
which is originated from Taichung. It is a quite popular and hugely distributed beverage in
various nations. I have been appointed as marketing manager for Bubble tea in New Zealand.
The plan comprises the situational analysis and market segmentation, profile of the target
market and positioning of the product. The measurable marketing objectives have been
decided in the report along with the marketing strategies. Finally, coordination and control
have been described for the marketing decisions.

Marketing 2
Contents
Executive summary....................................................................................................................1
Situational Analysis...................................................................................................................3
Market segmentation, the profile of the target market and positioning of the product..............6
Measurable marketing objectives...............................................................................................8
Marketing strategies...................................................................................................................8
Integration and link...............................................................................................................10
Coordination and control..........................................................................................................10
References................................................................................................................................12

Marketing 3
Situational Analysis
Description of New Zealand Canterbury area
Canterbury is a region of New Zealand. The unique demographic, economic conditions and
geographic location make Canterbury area an interesting place to conduct business
operations. It is a small and isolated economy which fosters innovation. This country is less
affected by the financial crisis than other countries. Canterbury has gained popularity as the
easiest place for doing business. The economy here is also growing on a constant basis. The
average growth rate is expected at a 2.9% annual for the next five years. Such factors make
Canterbury ideally suitable for promoting entrepreneurship and innovation.
Analysis of market, customer needs and changing trends of the market
Starbucks is having almost fifty stores in New Zealand. The decision of the company has a
significant role in introducing Bubble tea in the market of Canterbury. There is in the market
of Canterbury. The trend of the coffee market is changing in New Zealand. The trend of
specialty coffees and single serve methods is becoming popular in the market of Canterbury.
In such a scenario, the introduction of Bubble tea by Starbucks can be really innovative. The
customers also tend to try new tastes. Add on, the certification is also no longer option but a
requirement in the market of New Zealand which is the biggest advantage for Starbucks.
Analysis of competitors
The thirst of the popular Asian drink “Bubble tea” is growing in the Canterbury as stores
have started offering this new drink. The Bubble tea was originated in Taiwan in the 1980s.