Plan De Mercadotecnia

Starbucks Marketing Plan

Katie Tewell
Bethany Odom
Kelly Snider

December 12, 2006

Executive Summary
What was once a small coffee shop opened by Gerald Baldwin, Gordon Bowker,
and Ziev Siegl in 1971, Starbucks Coffee Company has grown into the number one
specialty coffee retailer. With over 10,000 coffee shops in more than 30 countries, of
which 4,200 are licensed and franchisedand 6,000 are owned, the company’s main
objective is to establish Starbucks as the “most recognized and respected brand in the
world,” (Moon).
Currently, Starbucks is relying on retail expansion, product innovation, and
service innovation to achieve a long-term goal once set by current chairman Howard
Schultz:
“The idea was to create a chain of coffeehouses that would become
America’s “thirdplace.” At the time, most Americans had two places in
their lives – home and work. But I believed that people needed another
place, a place where they could go to relax and enjoy others, or just be by
themselves. I envisioned a place that would be separate from home or
work, a place that would mean different things to different people,”
(Moon).
By working toward this goal, Starbucks wants toopen new stores in both new and
existing markets, expand their product development process, and cater to customers’
needs to eventually improve their financial position and dominate market share.

Market Summary
•

Target Markets
o In the early stages of development for Starbucks, Schultz identified their
target market as “affluent, well-educated, white-collar patrons (skewed
female)between the ages of 25 and 44,” (Moon).
o Over time, market research teams have recognized the new target market
as “younger, less well-educated, and in a lower income bracket than their
more established customers,” (Moon).
o Nonetheless, the original target market has not disappeared, but has
expanded into the demographic of the store location. For example,
southern California stores cater toa growing number of Hispanic
customers.

•

Market Demographics
o Geographics (Moon)

Data from 2002 showed that in the Southeast there was only one
store for every 110,000 people. Whereas in the Pacific Northwest,
there was one store for every 20,000 people. Hence, the company
was far from reaching existing markets.
International plans showed Starbucks was operating in over 300company-owned stores in the United Kingdom, Australia, and
Thailand. Also, 900 licensed stores were operating in Asia,
Europe, the Middle East, Africa, and Latin America.
o Demographics
Young, affluent, tech-savvy customers (Hoovers)
A 1999 estimate showed that 70% of customers were internet
users, and today the estimate has exceeded 90% (Hoovers).
Moms with strollers (Hoovers)
Peoplecombining work and a coffee break (Hoovers)
The most frequent customers average 18 visits per month, whereas
the typical customer visits five times per month (Moon).
Average age for an established customer was 40, new customers
was 36 (Moon).
Customers that started visiting Starbucks in 2002 were 45%
female, 55% male (Moon).
•

Market Needs
o Starbucks wants to create an experience for theircustomers that combine
their on-the-go schedule, as well as a place to relax. Senior vice president
of administration in North America Christine Day explains that, “people
come here for the coffee, but ambience is what makes them want to stay,”
(Moon).
o Selection
Starbucks menu contains brewed coffee, espresso traditions and
favorites, cold beverages, coffee alternatives, frappuccinos, andthe
sale of whole beans.
o Accessibility

Starbucks operates over 10,000 retail stores. Most of the 4,200
franchised stores are located in shopping malls and airports.
Starbucks coffee brands are also marketed through grocery stores
in the form of beans and even ice cream flavors.
o Customer Service
Starbucks employees are referred to as “partners.” As of 2002,
Starbucks employed...