Marketing Plan

Starbucks Marketing Strategy

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.

5.1 Product

The Starbucks ‘product’ can be divided into actual tangible products and an intangible service part. The products will be described first, later on the service aspects of Starbucks will be explained.

Evidently, the main product of Starbucks is coffee. That is what the chain is known for. All different coffee variations are part of their product portfolio. Other drinks, like tea and soft drinks, are also direct consumption products.When launching the Starbucks location in Malaysia, this group of Starbucks products should remain the same as they (especially the coffees) carry the absolute essence of Starbucks.

Another important group of products that are directly consumed within Starbucks are small snacks. Starbucks chains in the Malaysia for instance are known for the fact that they also serve sandwich, muffins, cake and other snacks that are alike. These products are quite popular and frequently ordered by customers to go with a cup of Starbucks coffee. One of the reasons for the success of these side snacks is the Malaysia culture of having breakfast and lunch outdoors. Moreover, these snacks are for some Malaysian Starbucks customers actual breakfast...