星巴克咖啡公司市场营销策略分析，包括4P，SWOT。Starbucks Maketing.pdf

GROUP 6 STARBUCKS STRATEGIC MARKETING PLAN Boscheratto P | Chitraju B | Small N | Toth M | West S Proper implementation and execution of a strategic marketing plan is essential to the success of any company. A company may have an ideal product, but without proper positioning, identification of a target market, and a proper marketing plan a company would not be able to successfully market its products to consumers. Starbucks has been successfully able to convert an activity carried out at home to a commercial success through proper implementation and execution of its strategic intent. The firm has been able to convince consumers that its stores provide more than just coffee, but rather a rich experience that they should indulge in on a recurring basis. The company has been able to translate this consumer “experience” of its products into a highly profitable business. This paper will discuss the marketing strategy being implemented by Starbucks, and will evaluate the company’s current marketing plan, including positioning strategies, targeting strategies, competitive environment, and various other factors that affect its marketing strategy. The paper will further attempt to provide recommendations to Starbucks on the course of action it should purse to remain viable and maximize profitability - whether it is through improvements to its existing marketing strategy or implementation of a new strategy. The first Starbucks opened in 1971 in Seattle’s historic Pike Place Market and was owned by Jerry Baldwin, Zev Siegel, and Gordon Bowker. During the first decade of its existence, the company sold fresh roasted gourmet coffee beans and accessories for brewing and roasting. In 1982, the founders were joined by an entrepreneur named Howard Shultz who functioned as the firm’s Director of Retail Operations and Marketing (“Facts about Starbucks Coffee Compan