Marketing Plan

1. Hybrid Channels – Starbucks already practices channel integration (p462). Office customers can order a breakfast set via telephone and have it delivered to their office (only for those within the same building), or pick it up immediately at a convenient outlet. However, Starbucks are unable to support office delivery during their peak hours between 7.00am to 10.30am, and 12.00pm to 3.30pm. Therefore, we propose hiring a temp staff for 4 hours (7.00am to 11.00am) to support in this aspect. Tangible cost is $1,151/mth (temp staff $8/hr * 4 hrs * 16% employeer CPF contribution = $1,151) but intangible value added benefits it brings to customers could potentially drive up sales revenue and build customer base. However, customers may not be aware of this offering (delivery within building) as it is not stated in stores, unless customers call and inquire. Propose to display a notice in store offering delivery within building.

(above hours stated becuz just now I called the outlet at OCBC Centre and posed as a customer asking for delivery).

2. Services (p508) – The service mix offered by Starbucks is a combination of prepurchase services (accepting telephone orders) + postpurchase services (shipping and delivery, adjustments and returns). In this aspect, customer service can serve as a point of differentiation. Delivery staff must provide exceptional service attitude that is on par to the staff in-store.

3. Communication (p509) – In addition to the prerequisite technical training on its products and preparation, we also propose soft skills training (e.g. enhancing customer service skills) for its staff to deliver exceptional service levels. We also propose that staff learn to greet regular customers by name to forge closer bonds with customers.

4. Location (p510) – Starbucks has positioned itself in CBDs, shopping belts, community shopping centres, and locations within a larger store (schools and airports), thus creating great convenience for...