STARBUCKS By Zoë, Richard, Cody, and Mason

Product/Service• Specialty drinks, coffee, tea & foods• Complementary products• In store & Online ordering

Mission statement: “To inspire and nurture the human spirit. One person, one cup and one neighborhood at a time.”

Complimentary 8%

Coffee34%

Specialty Drinks50%

Tea8%

Popularity of Items

Market SegmentationThe Students• High school to

college• A place to do

school work and hangout

The Business Professionals• No spare time• Fast quality

service• Drive through

or the app

The Mothers and Care takers• In a hurry or

looking for a break• Wants the

quick escape from busy life

Retirees • Adults 40+• Relax with a

coffee• Escape from a

busy week

Target Market• Gender: Males and Females • Age: 18-40• Occupation: Students, Business

Professionals, Mothers and Retirees• Benefit Segmentation: A place to do

work, quick service, and have the luxury status• Income: Middle to Higher Income

($40,000-$125,000)

Males 10-3919%

Females 10-3945%

Males 40+22%

Females 40+14%

Consumer Demographics By Gender and Age

Market Environment

Starbucks38%

Dunkin' Donuts26%

Einstein 3%

Tim Hortons

2%

Krispy Kreme

2%

Other 30%

US Market Share of Coffee HousesMacro• Trade agreements• FDA regulations• Change in trends• Recession

Micro• Porters 5 forces

S.W.O.T. Analysis: Strengths: Weaknesses:

• Not having Tea mastered• Time customers spend in store• Low sales of complementary

goods with a drink

• Selling and promotion • Loyal customers• Ease to getting a coffee• Locations• Brand recognition

S.W.O.T. Analysis: Opportunity's: Threats:

• Local coffee shops• High Prices• Cheaper alternatives

• Quiet/work rooms• Live music • Redesigning of the stores• Sustainability• Promotions

Marketing objectives

• Being more environmentally friendly• Compostable cups • Reduce our waste by 70%.

• Increase customer turnover rate• Double arch drive-thrus • Increase our turnover speed by 25% .

• Increase public recognition • “There for Life's Big Moments” • Increase our brand presents by 3%.

Marketing StrategyProduct• High social

status products• Refillable

tumbler

Pricing• Value based• Raise prices by

1% annually• Improve sales

per sq. ft.

Promotion• Saving the

planet, one cup at a time• There for life's

big moments

Placement• Streamlined • Hubs based on

manufactured location• Keep on

keeping on

Questions