Marketing Plan

Situation: You work for Starbucks (www.starbucks.com). The company is interested in expanding abroad. Your boss has asked you to prepare a marketing plan for potential expansion into Ghana, India, and Lebanon. The Marketing Plan is due Thursday, April 18.

Marketing Plan: Your Marketing Plan should have the following sections and include an executive summary:

I. SITUATION ANALYSIS

a. External Environment

i. Regulatory

ii. Political

iii. Economic

iv. Social

v. International

b. Corporate Review

i. Mission statement, corporate vision, strategic intent

ii. Corporate plan

iii. Long term goals

iv. Objectives such as profit, ROI, share price

v. Organizational chart

c. Product Category Review

i. General description (life cycle state, needs/wants specified)

ii. Sales trends (years, seasonality, share of major brands)

iii. Distribution profile

iv. Pricing overview

v. Packaging overview

d. Competitive Analysis

i. Description of major competitors’ strengths/weaknesses

1. Product

2. Distribution

3. Pricing

ii. Brand positioning and advertising

1. Media spending (by medium, seasonality)

2. Sales promotion (trade vs. consumer)

iii. Anticipated major programs (new/improved brands, new territories, changes in

Distribution, pricing, marketing communication)

e. Consumer Analysis

i. Customers/buyers vs. consumers/users (and influences)

ii. Demographics and psychographics

iii. Purchase rate

iv. Brand loyalty analysis

v. Difference between brand and category users

f. Brand Review

i. Current positioning, sales trends, performance test results, awareness, pricing

History, distribution history, marketing communication history, stage in brand life

cycle, source of additional business

II. PROBLEMS AND OPPORTUNITIES

a. SWOT

i. Internal Strengths and Weaknesses

ii. External Threats and Opportunities

b. Opportunity analysis

c. Problems

III. STRATEGIC PLANNING: THE BASIC DECISIONS

a. Marketing objectives (sales; share)

b. Marketing strategies...