Marketing Plan for Starbuck's Corporation

Running head: MARKETING PLAN FOR STARBUCK’S CORPORATION 1
Marketing plan for Starbuck’s Corporation
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MARKETING PLAN FOR STARBUCK’S CORPORATION 2
Table of Contents
1.0 Executive Summary...................................................................................................................3
2.0 Situational Analysis...................................................................................................................3
2.1 Short description about the size of the market.......................................................................3
2.2 Analysis of the customer or market requirements and changes or trends in the market.......4
2.3 Analysis related to the competitors........................................................................................4
2.4 Identification and analysis of the internal environmental factors and external
environmental factors which brings impact on the marketing objectives of Starbucks..............5
3.0 Market Segmentation, Profile related to the Target Market and Positioning of the Product....6
4.0 Measurable Marketing Objectives.............................................................................................7
5.0 Marketing Strategies..................................................................................................................7
5.1 Product Decisions..................................................................................................................7
5.2 Pricing Decisions...................................................................................................................8
5.3 Distribution or Place Decisions.............................................................................................8
5.4 Promotional Decisions...........................................................................................................8
5.5 Integration and Link..............................................................................................................9
6.0 Coordination and controlling...................................................................................................10
7.0 References................................................................................................................................11

MARKETING PLAN FOR STARBUCK’S CORPORATION 3
1.0 Executive Summary
According to the research, it has been identified that Bubble Tea is considered to be most
well-known non-alcoholic beverages that was first produced in Hong Kong and Taiwan and
which is mostly known to be coffee in the western countries. It has been found that most of the
places in Hong Kong and Taiwan have set up bubble tea shops in their own localities. Since the
Bubble Tea has gained popularity in various parts of Asia, it can be seen that Starbuck's
Corporation is trying to develop a master plan for introducing Bubble Tea in New Zealand for
gaining the attention of the customers towards the product.
This report is based on the marketing plan which is going to provide help to the
Starbuck’s Corporation for introducing Bubble Tea in New Zealand. It can be seen that this
particular marketing plan consists of the situational analysis based on the strengths, weaknesses,
social analysis, situational analysis, marketing strategies, marketing segmentation, coordination
and control associated to the product. In combination with that, this marketing plan also
concentrated on the four Ps which are being explained in a detailed manner within the report and
it includes pricing strategy, product strategy, place strategy, and promotional strategy.
2.0 Situational Analysis
2.1 Short description about the size of the market
During the research, it has been found that strengths, weaknesses, political trends, and
environmental trends of Starbuck's Corporation play an important role for impacting the
innovative marketing plan for Bubble Tea (Harrington, Ottenbacher & Fauser, 2017). Starbucks
is considered to be a global and massive organization that has various kinds of strengths

MARKETING PLAN FOR STARBUCK’S CORPORATION 4
associated with it. It is known to be a strong global organization and they have taken innovative
initiatives within their organization. They have a range of diversified products which are of high
quality and they have a loyal and strong customer base followed by loyal and passionate
employees working in their organization.
2.2 Analysis of the customer or market requirements and changes or trends in the
market
"Cola" was introduced as a soft drink in the year 1960 till then various kinds of beverages
are being introduced in the market. Presently, it can be seen that the retailing of carbonated soft
drinks have reduced to a great extent due to the fact that customers are becoming more health
conscious and they are opting for much healthier alternatives that include sports drinks,
milkshakes, and energy drinks. Hinterhuber (2015) found that the choice of the customers starts
shifting towards healthier, sophisticated, and trendier products in the upcoming future.
2.3 Analysis related to the competitors
According to the research, it has been analyzed that Starbuck's Corporation is trying to
provide the value proposition that the majority of their competitors like Pepsi and Coke belongs
to the soft drinks industries. It has been found that Coca-Cola is at the top of the list with a share
of 43.7% in the market for soft drinks (Dorn, Messner & Wänke, 2016). The main competitors of
Starbuck’s Corporation are Dunkin’ Doughnuts and McDonald’s provide the similar products
but they are unable to provide a coffee house environment for the customers. The competitors
have managed to develop value for the customers by maintaining a good quality of the product
with the accurate price. After introducing Bubble Tea, Starbuck's Corporation is surely going to
overperform that its main competitors.